Former king of the mullet Pat Sharp is heading up a national search by Primula cheesemaker Kavli to find the UK's cheesiest student.
The children's TV presenter turned DJ has been chosen to judge the finals of the competition 'Mouse Hunt', which has heats taking place across eight UK universities from this week until the end of the month.
The event, which coincides with freshers' weeks, will judge students on a number of activities, including blind dates, dancing and fancy dress, with the winners of the heats getting the chance to meet Sharp in the finals.
He will award the accolade of 'The Big Cheese' to the student with the cheesiest grin, the best chat-up lines and whose favourite song, film and icon all have the Camembert factor.
This is the third phase of Primula's Proud to be Cheesy campaign. Previous activity included sponsorship of Daz Sampson, who flopped as the UK's representative in the Eurovision Song Contest this year.