UK – British cheese will be the subject of a promotional campaign kicking off this summer.
Trade association Dairy UK will oversee three campaigns to raise the profile of cheese; summer eating, children’s lunchboxes and festive food.
First up will be a drive to get consumers putting cheese in salads over the coming months.
Using social media, the Cheese Makes a Difference campaign will be run under the banner of Dairy UK’s Dairy Makes a Difference initiative.
This follows the inclusion of the British Cheese Board within Dairy UK.
Dairy UK chief executive, Dr Judith Bryans, said the industry has a “great story to tell” who emphasised the role of social media in the promotion.
She added: “Over the years the BCB has done a tremendous job in highlighting the benefits of our great British cheeses.
“Its incorporation within Dairy UK shows the industry’s commitment to intensifying our communications on the tremendous, versatility, taste, and underlying nutritional value of British cheese.
“We are proud of the diversity of cheese available in this country and of our cheese makers who marry innovation with tradition to produce the world’s finest cheeses. We look forward to continuing to promote and protect British cheese.”
TheCattleSite News Desk
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