CAMPAIGNS: Consumer PR - Cheese sales boost comes via James PR

Client: Butlers Farmhouse Cheeses

PR Team: JamesPR

Campaign:Passionate About Cheese

Timescale: June 2000 - June 2001

Budget: £40,000

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

supermarkets.

Objectives

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

producers.

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.

Results

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.