Leerdammer's Slogans & Taglines

Leerdammer was created in 1977 by Dutch dairy farmer Cees Boterkooper and cheesemonger Bastiaan Baars, who spent years crafting a semi-hard cheese that blended Dutch tradition with Swiss-style holes to rival Gouda and Edam. Produced in Schoonrewoerd in the municipality of Leerdam, the cheese is made from pasteurised cow's milk and aged for three to twelve months, developing a creamy, pale yellow body with characteristic large eyes and a sweet, nutty flavour that deepens with time. Now owned by Lactalis Group, the brand has expanded beyond wheels into a portfolio of Original and Light slices, grated formats, and snack portions, all lactose-free and vegetarian-friendly. Its slogan evolution mirrors this distinctive character: early campaigns cheekily claimed "the taste is around the holes," celebrating its iconic appearance, while modern marketing embraces a bolder, playful British humour with lines like "A Mild & Nutty Slice, Try Me Once, Have Me Twice," and the 2025 "Incognito" campaign built on the insight that its gentle flavour keeps consumers coming back time and time again.