Davidstow, the UK’s leading premium branded Cheddar, is kicking off a sampling tour of festive consumer shows and events, beginning this week.
The tour is set to drive brand awareness and trial ahead of the key Christmas gifting period.
With an anticipated combined reach of 150,000 consumers across four ‘foodie’ events in London, Birmingham and Wiltshire, the shows offer a prime platform to showcase the brand’s range of premium, aged Cheddars to consumers ahead of the festive seasonal peak for cheese.
Cheese sales traditionally enjoy a seasonal boost in the four weeks leading up to Christmas, typically seeing a double-digit uplift vs year-round average sales. The festive period also sees trade up within the category, from everyday cheeses to more premium Cheddar and speciality cheeses.
Saputo Dairy UK’s multi award-winning Cornish Cheddar brand, Davidstow, capitalised on this trend in 2020, growing volume ahead of the wider premium block Cheddar sector2.
Davidstow brand controller, Jonathan Westlake, comments: “These shows are fabulous opportunities to introduce the Davidstow brand to consumers ahead of the Christmas period; to give them access to our exclusive aged Cheddars and to drive Christmas gifting orders to our direct-to-consumer platform.
“Having missed out on family celebrations in 2020, we’re expecting many consumers to be making the most of the Christmas holiday season in 2021. Davidstow offers the ideal way for them to treat family, friends and loved ones to something special this Christmas. We’ll be showcasing our unique ‘direct-to-consumer’ range, including the jewel in our crown: our 60-month Special Reserve Cheddar, previously only supplied to MICHELIN Starred restaurants. We’re confident it will be a hit with show visitors, whether planning their festive cheeseboard, or buying a unique Christmas gift!”