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Our ‘Great Scottish Pride Cheese Toastie’ was once again a sell-out at this year’s Royal Highland Show as demand continually exceeded supply. More than 20,000 cheese toasties were given away by Scottish Pride over the four days - and those consumers who loved the taste also led to us selling more Scottish Pride and Highlands and Islands cheeses than ever before at the show.

The now-legendary toastie campaign is a key marketing initiative for Scottish Pride, as the success story of our brand continues to grow. Relaunched just a year ago, Scottish Pride has already made significant inroads into the branded cheddar market in Scotland and has become the No 2 Scottish Origin Brand by both volume and value, according to industry statistics.

“Scottish provenance is particularly important to Scottish consumers, who – where they can – like to buy locally produced cheese. Some 27% of cheese-buying consumers in Scotland currently buy Scottish cheese so we have an opportunity to bring new consumers on board to Scottish cheese as well as convert others to the Scottish Pride brand,” explained Richard Hollingdale, sales and marketing director of The First Milk Cheese Company.

As you can see from the pictures of the event, there was a range of Scottish Pride activities to attract that all-important family market. Morag, our giant inflatable Scottish Pride cow, (our cover girl!) was a real star, while there were branded facemasks for the children and recipe leaflets and discount vouchers for the adults. There were even some cow space hoppers to be won in a competition!

Scottish Pride is also running a giant poster campaign outside key Tesco stores in Scotland, with a tasty slice of bubbling cheese on toast missing a bite and the slogan ‘so great you couldn’t wait’.

And the slogan led to another first for the brand as a video capturing giant mice on motorbikes chasing a Scottish Pride delivery van, found its way on to the famous Youtube website.

“Youtube takes Scottish Pride to a different consumer audience and highlights the humour and personality behind our brand – something which is lacking in the cheese category,” said Richard.

Check out the video at www.youtube.com/watch?v=cqRtlpSBmqU