Lactalis unveils cheese PR push

Lactalis is embarking on a media relations push for its cheese and butter brands.

The campaign will focus on its Président butter and Emmenthal cheese products. The Emmenthal campaign will use national broadcast, press and consumer magazines to target ABC1 housewives, and will focus on why Emmenthal has its distinctive holes.

The firm has hired BMA Communications on the £56,000 media relations contract after a pitch against Fuel PR.

BMA will promote Président butter through an educational campaign aimed at a more affluent market of consumers interested in good food and cooking.

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