A cheesy campaign (the marketing campaign of Wensleydale Dairy Products)

Strategic Direction

ISSN: 0258-0543

Article publication date: 20 September 2011




Carter, M. (2011), "A cheesy campaign (the marketing campaign of Wensleydale Dairy Products)", Strategic Direction, Vol. 27 No. 10. https://doi.org/10.1108/sd.2011.05627jaa.008



Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

A cheesy campaign (the marketing campaign of Wensleydale Dairy Products)

Article Type: Abstract From: Strategic Direction, Volume 27, Issue 10

Carter M.The Marketer, June 2011, Start page: 20, No of pages: 3 Afghanistan

Presents a structured case study (brief, strategy, execution, outcome, analysis) based on the efforts of Wensleydale Dairy Products, a small, specialist UK producer of dairy products, to mount a competitive challenge to the large dairy products manufacturers, which tend to focus on one type of cheese (Cheddar), and persuade more consumers to try the smaller company’s products, notably the company’s Wensleydale cheeses. Explains that the creamery’s Wensleydale cheese was renamed Real Yorkshire Wensleydale to underline its regional heritage, a move that coincided with an application to the European Union (EU) for the product to get protected food status. Describes how the marketing and advertising campaign featured the cartoon animations, Wallace & Gromit, licensed from Aardman Animations, and culminated in the production of the Wallace & Gromit’s Cheesy Cook Book offer. Notes that the budget for the promotion was £250,000 pounds sterling, and the pack design and relaunch cost £1 million pounds sterling.Article type: Case studyISSN: 0954-1543Reference: 40AL675

Keywords: Advertising, Advertising agencies, Advertising effectiveness, Advertising media, Brand management, Case studies, Dairy products, Food industry, Marketing models, Marketing philosophy, Marketing planning, Marketing strategy, Marketing theory, Organizations, sales campaigns, Strategic marketing, United Kingdom

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