Albion breaks new campaign for £1m dairy client

Aug. 13, 2010 - PRLog -- The campaign, supporting Milk Link’s extra mature cheddar, Tickler, features the strapline “Cheddar so precious you won’t want to waste a crumb”.

The new advertising campaign features three distinct creatives, featuring fictional characters who show their desire for Tickler by bartering a crumb of the tasty Cheddar for various high value items which they then barter for a whole new pack of Tickler. The total spend behind the marketing push is £1m across an integrated marketing campaign.

Jason Goodman, CEO at Albion said, “Being appointed by Milk Link gives us a great opportunity to work with a growing British brand that’s committed to delivering the best UK dairy products to consumers. Our first campaign is focussed on the fantastic Tickler cheese brand but are also working across Milk Link’s portfolio of new product development.”

Hamish Renton, Marketing Director, Milk Link said: “This is the largest single marketing investment in Milk Link’s history and marks our huge confidence that Tickler really delivers for consumers. Tickler brings something unique, distinctive and value-adding to the category – reflected in our new advertising creative which is a breath of fresh air compared with the dull and clichéd advertising of other cheese brands in the market.”

The marketing investment underlines the growing success of the Tickler range. Latest market data shows that Tickler sales are up by +64% in value and +60% in volume (TNS 52 w/e 11.07.10) reflecting the growing distribution and strong performance of the 200g pack and Tickler on deli counters, and the recent launch of the new 350g pack.

Tickler extra mature cheddar is produced at the award winning Taw Valley Creamery in Devon and is slowly matured for 18 months to ensure its distinctive flavour has time to develop. The resulting cheddar has sweet and tangy characteristics, making it a very tasty cheese with a strong flavour.

Tickler was launched in February 2007 and has been a hit in the premium quality branded cheddar market. Tickler is aimed at real cheese lovers who are looking for some everyday indulgence.

www.ticklercheese.co.uk

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Milk Link
• Milk Link is one of the UK’s leading integrated dairy businesses, owned 100% by British dairy farmers. It manufactures a complete portfolio of dairy products including cheese, long life milk, creams, flavoured milks, and milk powders supplying most major multiples and the foodservice sector
• Milk Link exists to provide long-term security for its dairy farmer Members
• Milk Link is the largest cheese producer in the UK supplying Cheddar, Stilton and British regional cheeses to the retail, foodservice and ingredients sectors. It employs over 1,000 people at six cheese and dairy processing facilities at its Taw Valley Creamery, Devon; Tuxford & Tebbutt Creamery, Melton Mowbray, Leicestershire; Reece’s Creamery, Malpas, Cheshire; Llandyrnog Creamery, North Wales; and Lockerbie Creamery, South West Scotland, plus a large, modern consumer packing facility in Oswestry, Shropshire.