SAINT AGUR

BRIEF

With modest budgets, we were asked to help maximise sales in the UK taking on other foreign speciality cheeses as well as the generic in the market – Stilton.

INSIGHT

When it comes to cheese, visual appetite appeal is the leading driver of customer response.

THE IDEA

We proposed exploiting three facets of the brand – its visual deliciousness, its provenance
and its versatility. TV was deployed pre-Christmas to win share from Stilton, when great numbers of buyers come into the market. We then used press, advertorials and an online partnership with BBC Good Food to promote the brand to “foodie” shoppers, giving them recipe ideas or directing them to the website.

RESULTS

  • Sales increased 10% YOY for the last 3 years.