Wyke Farms, the UK’s largest independent cheese producer and producer of renewable energy, today announces details of its extensive above the line campaign running from May through to the end of this year.
The Somerset based cheesemaker will be running adverts in 12 female lifestyle titles including Red, Good Housekeeping, Prima, Delicious and Olive. Celebrating the difference between themselves and the other dairy brands who are corporate owned, Wyke Farms is using its unique ‘family’ and heritage as the central focus in all their communications. The ad creative takes a new direction for the brand by including a personal message from Rich Clothier, third generation cheesemaker and managing director.
Clothier comments: “This a new approach for us; the adverts include a message from me, talking directly to the shoppers; if I could stand in every supermarket and chat to everyone browsing the cheese aisle I would; the ads invite them to try the cheese that our family is so proud of.”
The Wyke Farms brand will also be attending 60 consumer events this summer, including Devon County Show, Glastonbury Festival and The Royal Bath and West Show, selling its award-winning cheddar toasties from the infamous ‘Tom’s Toasties’ kitchen. In addition, the brand intends to maintain its leading social media position by increasing online activity; ‘John’s Blog’, to be launched this summer, will offer readers insight into the Clothier family’s background with the inclusion of personal stories from Chairman and second generation cheesemaker John Clothier. The Social Media platforms will benefit from increased content around family days and celebrations such as Mother’s Day, Father’s Day and summer holidays.