Wyke Farms chief announces extensive above-the-line campaign
Wyke Farms – the UK’s largest independent cheese producer – has announced details of its extensive above-the-line campaign, running from May through to the end of this year, in which the company’s MD will be “talking directly to shoppers”.
The Somerset-based cheese-maker, which also produces renewable energy at its site on the Mendip Hills in the heart of the county’s Cheddar-making region, plans to run adverts in 12 female lifestyle titles – including Red, Good Housekeeping, Prima, Delicious and Olive. Celebrating the difference between itself and corporate-owned dairy brands, Wyke Farms is using its unique ‘family’ and heritage as the central focus in all of the firm’s communications. Moreover, the ad creative takes a new direction for the brand by including a personal message from Rich Clothier, the third generation cheese-maker and current Managing Director.
“Talking directly to the shoppers”
“This is a new approach for us,” remarked Mr Clothier. “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, where the brand’s award-winning cheddar toasties will be sold from the infamous ‘Tom’s Toasties’ kitchen. In addition, the brand intends to increase its social media presence via ‘John’s Blog’ – set to be launched this summer, the blog will offer readers insight into the Clothier family’s background, with the inclusion of personal stories from Chairman and second generation cheese-maker John Clothier. The firm’s social media platforms will benefit from increased content around family days and celebrations such as Mothers Day, Fathers Day and summer holidays.
Wyke Farms has been producing its award-winning cheddar to a secret family recipe for over 150 years and has grown to become one of the largest family-owned cheese makers in Britain, selling over 15,000 tonnes annually to over 160 countries around the world.
Moreover, the firm is the UK’s first national cheddar brand to become 100-per-cent self-sufficient in green energy. Wyke Farms sources all of its electricity and gas from both solar and biogas, generated from the farm and dairy waste. The biogas energy is generated from its own anaerobic digester (AD) plant, which saves Wyke Farms over 20 million kilos of carbon dioxide per annum.
The firm has received national and international recognition for its on-going commitment to sustainability, and has won numerous awards including: Green Innovation and Finance Awards 2017 (Winner - Business Leader of the Year); European Business Awards (Environment & Corporate Sustainability Category – European Champions 2015/2016); The Renewable Energy Association Winner (Sustainability Category);Winner of the Grocer Gold Awards (Green Initiative of the Year 2016); The Guardian Sustainable Business Awards 2016; Waitrose Way Awards 2015 (Treading Lightly Reducing CO2 – Winner); and Winner of the Food & Drink Federation ‘Environmental Leadership’ Award 2015.
Wyke Farms products are available in selected Lidl stores and in South West UK ASDA, CO-OP and Tesco stores. All products are available online at: www.wykefarms.com/shop