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
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.