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Tour De France Robot Food Public Relations

Shepherd's Purse flagship cheese given a French makeover as the Yorkshire brand gears up for Le Grand Départ


By Gillian West | Social media manager

June 9, 2014 | 2 min read

To mark Le Grand Départ artisan cheese producers Shepherd’s Purse has collaborated with Robot Food for a special edition rename.

Having already worked together on the Shepherd’s Purse branding and packaging and with Le Tour De France just around the corner the cheese maker’s flagship product, Yorkshire Blue, was ripe for some special edition fun.

Simon Forster, creative director at Robot Food, commented: “Le Tour coming to Yorkshire is a great opportunity for local brands. As two passionate Yorkshire based companies, we couldn’t resist collaborating on a limited edition pack.

“Taking the Yorkshire Blue, we turned the ‘proud' cow into a ‘leading' cow. We trimmed her down, clothed her in the famous yellow jersey, and added a ‘graffitied’ beret and moustache. The name became – what else – ‘Le Yorkshire Bleu’.”

Caroline Bell, director at Shepherd’s Purse, added: “We wanted to do something to both promote one of our hero products and also recognise the compliment paid to us by the French guests we met last year.”

The limited edition run of ‘Le Yorkshire Bleu’ is available at independent cheese shops and delicatessens as well as on the counter in Waitrose, Booths, Sainsbury’s, Morrison’s, Tesco and 100g wedges in Tesco.

Tour De France Robot Food Public Relations

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