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Shaken & Stirred - Influential Brand Profiling and Positioning

Wyke Farms have a new TV advert made by Ridley Scott’s commercial production company RSA

Wyke Farms, the UK’s largest independent cheese producer and milk processor, today announces its autumn media campaign. The company is investing £1.2 million into a cross-platform communications campaign, which includes viral seeding, print and broadcast activity.

The campaign, which features their new TV advert made by Ridley Scott’s commercial production company RSA films, will convey the company’s unique brand vales of provenance, passion for the countryside and family farming in Somerset. The advert called ‘Ode To The Cow’ will focus on Wyke’s love of nature and champion the biggest contributor at Wyke Farms: the cow! The campaign launches on 1st September nationally on ITV in a high impact 30-second spot in the centre break of Coronation Street and will run on ITV Breakfast, as well as across other TV channels and also online reaching 59 million viewers in total.

In addition, the Wyke Farms’ 2014 campaign will include print advertising, which will run from September through to Christmas in popular female lifestyle publications including BBC Good Food, Good Housekeeping, Hello, Now and Women & Home, and will be viewed 19 million times by ABC1 female shoppers. This year Wyke Farms also invested in a major sampling campaign reaching over 2 million consumers as well as social media.

This £1.2 million investment into mass media promotional activity demonstrates the company’s commitment to brand growth and further cements their position as the leading provenance cheddar brand.

Jennifer Gray, Marketing Manager at Wyke Farms said:

We are excited to be communicating our unique brand values to more shoppers than ever before.  In this current competitive environment for grocery brands it is increasingly important for brands like Wyke with a genuine point of difference to articulate that strongly to shoppers. Next year we’re planning to boost our investment further with television and print advertising campaigns launching at Easter, making it our biggest year of TV ever.”

Wyke Farms has been producing its award-winning cheddar for over a century and has grown to become the largest family-owned cheese maker in Britain selling over 14,000 tonnes annually. The company have achieved substantial growth year on year by staying true to the traditional values behind the brand and have become the fastest growing cheddar brand in the UK.

Wyke Farms has 150 years of family farming experience. Wyke Farms’ cheese and butter is made with the milk from their cows grazing the lush pastures of the Mendip Hills in the centre of the Cheddar making region in Somerset.

The Wyke Farms products are available nationwide and can be found in Asda, Co-op, Makro, Sainsbury’s Tesco and Waitrose.