Baars Kaas plans to make cheese greater

Dutch cheese manufacturer Baars Kaas is pouring pounds 300,000 into a communications programme designed to boost its corporate recognition across five European countries.

Dutch cheese manufacturer Baars Kaas is pouring pounds 300,000 into

a communications programme designed to boost its corporate recognition

across five European countries.



The company, which is a subsidiary of food and drink giant Bols

Wessanen, has recruited Amsterdam-based consultancy De Joode Kok

Communicatie Adviseurs to develop and co-ordinate the programme in the

Netherlands, Germany, France, Italy and Belgium.



Conceived at the end of last year and due to kick off this spring, the

campaign will target cheese distributors, retailers and consumers in an

effort to increase recognition of Baars Kaas as the company behind such

brands as Leerdammer, Fougerond and Blue Master.



Paul Kok, De Joode Kok Communicatie Adviseurs’ partner and managing

director said that the agency was also advising on the design of a new

corporate logo and providing internal communications support. ’The

company is going to introduce new brands and people should really

understand that Baars Kaas is the company that makes them,’ said

Koks.



PR agencies have been recruited in each target country to implement the

programme. They are: Beau Fixe in France, Theodore Trancu and Associates

in Italy and Unisono in Germany, which is Baars Kaars’ largest export

market. An appointment in Belgium is expected shortly.



Leerdammer is Baars Kaars’ best known brand. Introduced in the late

1970s, it is one of the most popular holed cheeses in Europe and

combines the texture of Gouda with a flavour close to Swiss Emmental.



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