Collier’s Powerful Welsh Cheddar has started using location-based social network Foursquare to promote its brand.

Foursquare lets users ‘check in’ to different locations using their mobile phones and swap tips about cities and attractions. The Welsh cheese maker plans to use Foursquare to encourage consumers to find out more about the brand’s heritage by checking in to Welsh tourist destinations.

Collier’s brand ambassador and former England cricketer Darren Gough said it was important to have “two-way communications” with consumers.

“Word of mouth is still the most powerful marketing tool and Foursquare is like word of mouth via mobile phone and social media,” he said.

The company claims it is the first cheese brand to use Foursquare. It is already active on Twitter and Facebook.

Read more
Introducing Blippar, ‘the end for QR codes’ (17 August 2011)
Third Party: Use social media to boost local credentials (11 September 2010)