Member Article

North East campaign is big cheese

A national campaign for a North East based cheese-maker has scooped a prestigious industry prize. Kavli has worked with Quayside-based Karol Marketing Group in conceptualising, planning and executing the Primula ‘Proud to be Cheesy’ campaign, which received a Marketing Campaign of the Year award from The Grocer.

Craig Brooks, Kavli’s marketing director, said: “The brand is quite informal and lends itself to humour and enjoyable eating occasions. We want to encourage people to think of Primula whenever they come across those cheesy things in life they secretly love and find amusing. “Bearing in mind the size of the competition, The Grocer award is a fantastic achievement for us, our creative partners and the region’s industry as a whole.”

The campaign also received contribution from Sunderland’s Lateral Advertising, and was developed in three stages designed to capture the imagination of the media, buyers and consumers. The three stages involved a search for the nation’s cheesiest chat-up line, sponsorship of the UK’s Eurovision representative Daz Simpson, and a ‘Mouse Hunt’ for the country’s cheesiest student with the help of ‘Fun House’ presenter Pat Sharp.

This was posted in Bdaily's Members' News section by Ruth Mitchell .