The drive – funded jointly by the MDC and the three producer members of the British Cheese Board (Belton Cheese, Joseph Healer and Glanbia Foods) – will target regular cheese buyers who enjoy cooking, experimenting and entertaining.
It will also attempt to lure consumers interested in buying British in a bid to expand the traditional market’s age and geographical spread.
‘We are trying to reach existing and new consumers on the basis of research by MDC, which shows that the majority of Cheshire buyers are slightly older and mainly based in Cheshire,’ said
Wild Card group account director Annabel Elliott, who leads the account and reports to British Cheese Board secretary Nigel White.
The campaign will target ABC1 consumers aged 25 to 45 nationwide, particularly in the south, as opposed to over-45-year-old traditional Cheshire buyers.
The campaign, which will run initially until the end of August, will start in March, distributing recipe cards with fresh, young images to consumer magazines such as Hello, BBC Good Food, Olive and Delicious, and posting them on the British Cheese Board website.
Wild Card will also send press releases to key food journalists across all media, and arrange sampling meetings with them.
In April, the agency will target national and regional radio stations with a South East bias with stories about Cheshire’s history.
‘Cheshire has been relatively neglected in marketing terms,’ said White. ‘With MDC we thought we could do something to reverse its fortunes.
‘For most, cheddar does the job, but there are another 395 cheeses out there, so it’s about getting people experimenting,’ he added.