British Cheese Board joins Dairy UK
UK cheese industry promoted as British Cheese Board joins dairy UK
The dairy industry is to strengthen its promotion of cheese with new campaigns and an increased use of social media as the British Cheese Board joins Dairy UK. Dairy UK has announced three new campaigns to be launched this year:
Cheese: Making a Difference to Summer Eating. Using the tremendous array of British cheeses in fresh salads, the campaign which starts in June will provide consumers with advice on the best ‘salad cheeses’ in terms of versatility, taste and flavour.
Cheese: Making a Difference to Children’s Lunchboxes. The campaign, which is expected to run throughout September, will promote fun ideas on how to incorporate British cheese into a healthy lunchbox as well as will provide nutritional information.
Cheese: Making a Difference to Festive Food. In the run-up to the festive period, this campaign will focus on quirky recipes and family traditions, using social media to highlight the nation’s favourite ways to eat cheese at Christmas.
The campaigns will be run by the British Cheese Board under the banner of Cheese Makes a Difference – a reflection of the industry’s overarching Dairy Makes a Difference initiative.
The British Cheese Board has become part of Dairy UK’s corporate structure to enable the industry to strengthen the promotion of cheese products, marrying the BCB’s promotional expertise with Dairy UK’s lobbying, technical and nutritional knowledge. The BCB will retain its individual brand identity. Dr Judith Bryans, chief executive of Dairy UK, says, “We are delighted to see an unswerving commitment across the industry to maximise the promotion of British cheese, a much loved and versatile staple of the nation’s diet. We have a great story to tell in the UK about British cheeses and no effort will be spared in telling that story. In addition to conventional media, we will be revamping the BCB’s social media channels and using these to maximum effect to run the new campaigns outlined today.
“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.”
