A new campaign featuring Darren Gough has been launched to build consumer awareness of Real Yorkshire Wensleydale ahead of an expected PDO designation next year.

Brand owner Wensleydale Creamery has enlisted former Yorkshire cricket captain Gough to promote the fact that its Wensleydale cheese is the only one to be made in Wensleydale. A new hallmark has also been added to packets of the cheese.

Market research had shown consumers liked to buy products with clear provenance, said MD David Hartley. He claimed Real Yorkshire Wensleydale would continue to use Wallace and Gromit to promote its products, but Gough enabled the brand to communicate a more sophisticated message. "We felt it was time to adopt an ambassador to champion the cheese with more adult appeal to communicate our messages of quality, authenticity and provenance."