The Lake District Cheese Co is to shake up the branded cheddar sector with a £1 million-plus marketing campaign, which focuses strongly on the brand's local origin and the taste of its award-winning Cheddar.
The campaign, coupled with distinctive new packaging, is set to propel the £26 million brand - into the Top Three UK Cheddars within the next three years.
Industry statistics* show the brand is enjoying annual volume growth of 45% with over five million households purchasing Lake District Cheddar in the last twelve months.
From last week (30 August) the Cheddar appeared on supermarket shelves in new eye-catching packaging. The vibrant colours used on the Mature and Extra Mature packs, against a backdrop of the Lake District countryside, gives the cheese significant stand out against competitors. The new flavour descriptors, 'Deliciously Moreish' and 'Rugged and Rich' for the Mature and Extra Mature respectively, convey real taste appeal to consumers.
Underpinning the new-look packs is a grocery-led marketing campaign, which 'brings to life' the cow and rabbit characters within The Lake District Cheese Co logo with the catch line of 'Delicious Cheese from the Land of Milk and Bunny'. 'Cow' and 'Bunny' take on the role of ambassadors and promote the brand, its values and the Lake District area to consumers, with a sense of warmth, humour and wit.
"The refined brand positioning, new packaging and marketing campaign together will drive The Lake District Cheese Co into its next phase of growth, which will see the brand in the top three Cheddars within the next three years," according to marketing director, Paul Murray.
Since its launch less than three years ago, The Lake District Cheese Co has evolved from a regional to a national brand, but with local origin remaining firmly at its heart.
"Research shows consumers are motivated by the fact that our brand has strong local roots and real provenance, unlike many other brands where there is no specific origin," added Mr Murray.
The brand's marketing campaign, which includes a number of different creative scenes featuring Cow and Bunny across a range of media, will raise the visibility of the brand at point of purchase.
"Our 'land of milk and bunny' campaign is creatively different to anything else in the cheese market, which enables us to stand out and engage consumers in a more compelling way," explained Mr Murray.
The Lake District Cheese Co has national listings with all of the major retailers and is one of the First Milk family of cheeses. First Milk, the UK's Cheddar specialist, is the largest dairy farmer owned business in the UK with 2500 farmer members.
For further information and images of the new packs and creatives from the new marketing campaign, please contact: Jill Coyle, communications manager, 0141 847 6884 / 07825 625205.
* Statistics from Kantar Worldpanel for 52 weeks, w/e 8 August 2010.
6 September 2010