Fine Cheeses from France is to launch a £250,000 marketing campaign to attract younger British consumers.
The campaign will be spearheaded by press advertising in weekend supplements of the quality national newspapers, in supermarket magazines and in food glossies from August to November. It will also include 600 days of in-store activity, where cheese experts will conduct tastings at stores owned by all the major multiples.
Sally Clarke from Fine Cheeses from France said: “These are exciting times for us. Britain is the French dairy industry’s fastest growing export market, with sales growth of 12.9% in value between 2001 and 2004.”