Top 15 brands advertised (by media) £k Jan'00 - Dec 00 Total Press Cinema Radio Outdoor TV Total 14,240 1,160 227 45 70 12,739 1 Philadelphia 3,351 0 0 45 0 3,306 2 Dairylea Lunchables 2,753 13 0 0 70 2,670 3 Mini Babybel 2,120 0 192 0 0 1,928 4 Cheestrings 1,246 0.2 0 0 0 1,246 5 Dairylea Cheese Spread 959 0 0 0 0 959 6 Cathedral City 868 72 0 0 0 796 7 Dairylea Dunkers 856 0 35 0 0 821 8 Stilton 313 313 0 0 0 0 9 Saint Agur 302 0 0 0 0 302 10 Dairylea Strip Cheese 295 72 0 0 0 223 11 Waitrose Vacherin Mont D'Or 272 272 0 0 0 0 12 Pilgrim's Choice 258 0 0 0 0 258 13 Roule range 254 254 0 0 0 0 14 Maidwell 230 0.2 0 0 0 230 15 Canadian Ex Mature 162 162 0 0 0 0 Top 15 advertisers £k Jan '00 - Dec '00 Jan '99 - Dec '99 Total 15,146 15,085 1 Kraft Foods 8,370 10,473 2 Bel UK 2,310 1,339 3 Golden Vale Dairies 1,246 1,000 4 Dairy Crest 874 23 5 Bongrain 321 118 6 Stilton Cheesemakers Association 313 22 7 North Downs Dairy 284 297 8 Waitrose 272 113 9 Fromageries Triballat 266 249 10 Leerdammer 231 236 11 Guild of Canadian Cheesemakers 162 383 12 Arla Foods 160 262 13 Sopexa Food & Wine from France 125 44 14 St Ivel 117 331 15 Galbani 94 195 All cheese advertising (by media) £k Jan '00 - Dec '00 Jan '99 - Dec '99 Totals 15,623 16,986 1 Press 2,375 2,326 2 Cinema 260 0 3 Radio 70 130 4 Outdoor 89 156 5 TV 12,830 14,373 Source for all tables and data: AC Nielsen MMS My favourite cheese ad Rachel Eccles, senior brand manger for Lil-lets Caroline Quentin's Philadelphia ads "The new Philadelphia television commercials are a great progression from the very memorable mmm lovely' creatives of their last campaign. They move the brand on to a more emotional level, creating a heavenly, creamy image, and tempting you to try Philadelphia as an indulgent treat ­ certainly as more than just a cheese. The celebrity endorsement adds a twist and I am so glad they chose a real woman not a skinny model!" {{MARKETING - P&P }}

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