Primula maker Kavli is showing the cheesy side to its brand by sponsoring this year's UK Eurovision song contest entrant Daz Sampson.

The company is using the Manchester-based DJ's participation in the contest - which is regarded by many people as one of the cheesiest events on the planet - as part of a humorous initiative to celebrate cheesy things in life that people secretly enjoy but dare not admit to.

The deal includes Daz and his crew wearing 'Proud to be cheesy' badges during media activity, including TV appearances, in the run-up to the event next Saturday (May 20) in Athens.

"Our campaign is about celebrating cheesy things such as Eurovision, which is hugely popular and which we all secretly love to watch," said marketing director Craig Brooks.

Eurovision attracts viewing figures of about 100 million each year.