Client: Butlers Farmhouse Cheeses
PR Team: JamesPR
Campaign:Passionate About Cheese
Timescale: June 2000 - June 2001
During the past three years UK demand for English regional cheeses has
fallen by 30 per cent.
Among those producers suffering was Lancashire cheese-maker Butlers
Farmhouse Cheeses, which makes hand-made products to both traditional
and innovative recipes. Its cheeses are distributed through the major
To halt the demise of the traditional regional cheese market in the
absence of any other significant marketing activity by increasing
awareness and demand. This would be achieved by increasing distribution
to consumers and retailers, laying the foundations to rebuild the
product in the consumer's and retailers conscience.
Strategy and Plan
Macclesfield-based James PR devised a high-profile, generic media PR
campaign entitled 'Passionate About Cheese', to champion the quality and
variety of the range of English cheeses available from smaller
James PR sought to secure support from key opinion-formers, including
Nigella Lawson and Antony Worral Thompson. It produced a Passionate
About Cheese recipe booklet, illustrating the versatility and
sophistication of regional cheeses. This featured contributions from
leading celebrity chefs.
Measurement and Evaluation
News and feature items appeared throughout the quality nationals,
women's consumer press, ITV, BBC 2, Channel 5 and local media.
It reached an audience of 23 million consumers and retailer's during the
12-month period. More than 4,000 recipe booklets were requested.
The campaign led to a 20 per cent sales increase in the Butler's range
of cheeses, together with increased distribution of 15 per cent.