First Milk is launching a £1m+ TV advertising campaign which will promote the co-operative's The Lake District Dairy Co. range to over 35m people. Broadcasting from 23rd September, it is the brand's first ever TV appearance, and will air across major TV stations including ITV, Channel 4, Sky and Channel 5.
The brand's playful on-pack characters, Cow and Bunny, come to life through the vocal talents of BAFTA winning actress Julie Walters and comedian Will Andrews, plus stylish animation by Oscar nominated Sylvian Chomet.
First Milk marketing director David Young says; "Working with the likes of Julie Walters, Will Andrews and Sylvian Chomet, really brings the character of our brand to life, and we hope fans of our cheddars and new Lake District Dairy Co. Quark, enjoy seeing Cow & Bunny's debut on the small screen, as much as we will."
"Over the last few months we've broadened the Lake District Dairy Co. range with the launch of Quark and, more recently, Frumoo. This activity and support we're putting behind our core cheddar range demonstrates our ambition for the brand."
The Lake District Dairy Co. range is expanding with two new block variants; Red Leicester 350g and Double Gloucester 350g. They join the current range which includes mild, mature, extra mature and vintage cheddar, as well as grated and portion formats.
The Lake District Dairy Co. block cheddar range; mild, mature, extra mature and vintage; and Red Leicester will enter Morrisons stores throughout the UK from 23rd September, in addition to its current mature cheddar listing in the retailer's deli counter.
Notes to editors:
About The Lake District Dairy Co.
*Source: Kantar Wordpanel, Everyday Block Branded Pre-Pack Cheddar w/e 7th July 2013
About First Milk
First Milk is the UK's only major dairy company owned by British dairy farmers.
As a business with a passion for brand innovation and sustainability, it is constantly seeking fresh ways of working with partners across the supply chain to drive pioneering solutions to industry challenges.
This has been supported through the recent acquisition of added value businesses, by rapid progress on launching new products and securing new customers in the UK and international markets.
A copy of First Milk's sustainability report is also available to download via its website - www.firstmilk.co.uk/sustainability/