Building on the success of its sponsorship of Classic FM’s weekday afternoon programme, announced earlier this year, Saputo Dairy UK’s multi award-winning Davidstow Cornish cheddar has partnered with the show to host a virtual cheese-tasting session on Facebook Live.
The afternoon programme on Classic FM – the UK’s most popular classical music station – is presented by Anne-Marie Minhall every weekday from 12pm to 4pm.
Hosted on Classic FM’s Facebook page on 1 June, the virtual tasting video with Davidstow head cheese grader Mark Pitts-Tucker and Anne-Marie Minhall, saw the pair discussing their love of classical music whilst sampling an array of Davidstow cheddars, talking through the distinct characteristics of each and exchanging tasting notes. The segment also offered tips and suggestions to help viewers recreate their own virtual cheese-tasting with friends or family while socially distanced.
Jonathan Westlake, Davidstow brand controller, comments: “The virtual cheese-tasting is proving a huge success with the Classic FM audience, perfectly bringing the two partner brands together with a combination of musical and tasting notes.
“We believe that it is vital to continue to engage with our target audience in this uncertain time, and to seek to find new and innovative ways to share our brand story. With many turning to social media to both keep in touch with friends and family and as a source of entertainment and inspiration, we felt a virtual tasting would be a great opportunity to connect with the Davidstow target audience in an authentic and relevant way, to raise their awareness of the brand and to offer them a slice of inspiration to rejuvenate their remote social occasions (when zoom quizzes may be getting stale!).”
The cheese-tasting builds on an existing programme of sponsorship activity, including ad segments throughout the afternoon show, ongoing social activity and a monthly competition for Classic FM listeners, offering the chance to win a luxury Cornwall staycation, courtesy of Davidstow.
Currently, Classic FM listeners have the chance to win a trip to St Ives on ClassicFM.com, and from the 15 June, a Falmouth staycation is up for grabs. Both prizes include an expertly curated cheese hamper from Davidstow.
Davidstow is the leading UK premium branded cheddar, with pre-packed sales of £8m, and is currently bought by over three quarters of a million households.