Dairy Crest will highlight the Cornish heritage of its Davidstow Cheddar this summer as it prepares to launch the brand's biggest marketing push to date.

The company has teamed up with The Guardian and Michelin-starred chef Nathan Outlaw for a campaign involving print ads and advertorials in Observer Food Monthly, among others. Davidstow will also be sponsoring The Guardian's book club and its First Book Awards.

In addition, sampling will be carried out at the Royal Cornwall Show, the Hampton Court Palace Festival and the Regents Park Open Air Theatre, and ads will appear in food and lifestyle publications between June and November.

It had taken years of dedication to perfect the art of making Davidstow, said senior brand manager Briony Wringe. "Now for the first time, we are embarking on a strong level of support and investment in the brand."