Kindred wins British Cheese Board brief to boost sales of British cheese

Kindred has been appointed by the British Cheese Board to promote UK-made cheeses to affluent Brits as quality alternatives to French and Italian brands.

On board: Kindred to promote British-made cheese
On board: Kindred to promote British-made cheese

The brief, which is worth a five-figure sum, will see the agency run an integrated PR and social media campaign for one year, including a press office function.

Kindred won the account following a competitive pitch that saw it beat incumbent Grayling, which had held the account for 13 years after winning it as Harrison Cowley.

Part of Kindred's brief will be to boost knowledge and sales of British cheese among AB households and target C1C2 parents.

The campaign will use high-profile stunt activities, as well as educating parents that cheese can be part of a balanced healthy diet. Other activities include recipe placements and links to events such as National BBQ week, which takes place from 31 May to 6 June.

The five-strong team will be led by Kindred director of client services Lorna Gozzard, who will report to British Cheese Board secretary Nigel White. Gozzard said: 'There's been a tendency for people to think that if they are getting a quality cheeseboard they need to go for French or Italian cheeses. We want people to see that British cheese is among the best in the world.'

White said that one of the main reasons he appointed Kindred was for its social media expertise: 'We were looking to get more into the social media side and felt that Kindred had real expertise in this area. It is a way of communicating with the younger generation.'

He added that the main messages he wanted the agency to get across were the versatility of British cheese, the wide range of British cheeses available and the notion that cheese is a 'concentrated form of nutrition'.

Kindred will also attempt to draw attention to the bad practice of firms selling imported cheese without informing consumers it has been made outside the UK.

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