Cheesemakers start generic PR campaign

British cheesemakers are launching a campaign to boost the profile of British cheese and to target those consumers who are eager to explore different cheeses.

British cheesemakers are launching a campaign to boost the profile

of British cheese and to target those consumers who are eager to explore

different cheeses.



Twenty-eight cheesemakers have got together to form the British Cheese

Board and have hired Harrison Cowley to handle PR activity for a pounds

100,000 budget generic promotional campaign.



Celebrity chef Gary Rhodes will officially launch the BCB - formerly

known as the UK Cheesemakers Association - and the campaign at a special

event in London on 23 April.



With strong competition from French and continental cheeses a

spokeswoman for the BCB said the British public needs to be made more

aware of the variety and quality of cheeses on offer.



’I think competition from the continent has helped to expand the

market,’ said Simon Oliver, chairman of the BCB, adding that Cheddar

accounts for 59 per cent of all cheese consumed in Britain.



One focus of the campaign will be the use of cheese in vegetarian diets,

for snacks and easy meals. Recent research carried out on behalf of the

board found parents were happier to give children cheese as a snack than

sweets or crisps.



’Consumers see cheese as an untampered with, unmucked-about with

product,’ said Oliver.



The BCB includes small specialist cheesemakers and larger companies such

as St Ivel and Mendip Dairy Crest.



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