The Lake District Cheese Co to launch £1 million brand building campaign
The Lake District Cheese Co is set to launch a £1 million-plus marketing campaign, including the promotion of its new packaging, as it aims to climb into the top three UK Cheddar brands in the UK.
Frame is developing the campaign, which will aim to bring the brand’s values to life and also focus on its local origin.
The new packaging, designed by Tynan D’Arcy, uses ‘stronger colourways’ on the Mature and Extra Mature packs, placed against a backdrop of the Lake District countryside.
Frame’s marketing campaign will feature the cow and rabbit characters within the logo alongside the strap line of ‘Delicious Cheese for the Lank of Milk and Bunny’.
‘Cow’ and ‘Bunny’ will take the role of brand ambassadors, promoting the brand, its values and the Lake District area to consumers, with a sense of warmth, humour and wit.
A number of creative executives will be used throughout the marketing campaign utilising Cow and Bunny across a range of media and will raise the visibility of the brand at point of purchase.
“The refined brand positioning, new packaging and marketing campaign together will drive The Lake District Cheese Co into its next phase of growth, which will see the brand in the top three Cheddars within the next three years,” according to marketing director, Paul Murray.
“Our ‘land of milk and bunny’ campaign is creatively different to anything else in the cheese market, which enables us to stand out and engage consumers in a more compelling way,” added Murray.