Branston has unveiled a new TV campaign, as part of a wider marketing initiative to reinforce Branston as being the perfect partner for cheese. ‘Please The Cheese’ has been created to re-engage Branston’s current customer base while also targeting a new, younger audience of cheese lovers.
‘Please The Cheese’ brings to life the nation’s love of cheese through the creation of distinct personalities representing a variety of Britain’s favourite cheeses. The Cheddar character is the down-to-earth hero of the narrative, the nutty Edam rolls along like a bowling ball and Lancashire literally crumbles when she’s excited, but the trait they all share is an overt love for Branston.
The concept was developed after studying the UK’s obsession with cheese, and all the varieties that consumers across the UK enjoy. By bringing to life the association between Branston and cheese the ad aims to instil the mindset to ‘eat cheese, think Branston’ and capture a new generation of cheese lovers’ attention. The content was also created to strengthen the heritage brand’s bold, quirky personality, while still resonating with their current, core audience of pickle loving consumers.
With £1.4 million media spend behind the ad, ‘Please The Cheese’ will roll out across national TV and pre-roll throughout 2017, supported by content on the brand’s digital and social channels and through PR.
The wider campaign will kick off with sampling activity at London’s South Bank on the 8th July, to remind consumers of the delicious taste combination of cheese and pickle and raise awareness among a younger, urban audience.
Branston is also celebrating its 95th birthday this year in September and has a host of activity planned to mark the occasion.
Nisha George, senior brand manager at Branston, said: “It’s no secret that we’re a nation of cheese lovers and Branston’s been the perfect partner for 95 years. We wanted to bring this association to life in an impactful new way to reconnect with our loyal customers, engage a host of new ones and to invigorate the pickle category. Cheese and Branston is such a delicious, unrivalled flavour combination, we hope the new ad will get consumers’ taste-buds tingling and inspire them to give it a try!”
Media Planning is being handled by UM London, Eulogy are handling the PR and the sampling activity will be managed by the agency Woof.
Find out more about Woof Here