Jarlsberg has announced its sponsorship of the West End musical adaptation of The Devil Wears Prada.
The premium speciality cheese brand has become the official cheese of the musical, which has extended its run until 26 September 2026.
Jarlsberg is featured in the 2006 comedy-drama, in a scene where the boyfriend of Anne Hathaway’s Andrea Sachs makes her a cheese toastie and says “there’s eight bucks of Jarlsberg in there”.
“It’s a fun and meaningful way to bring our cheese to new audiences while celebrating an iconic piece of popular culture,” said Evelyne Wilkinson, brand manager at Jarlsberg.
The first-of-its-kind collaboration has come at “the perfect time”, she said, due to the anticipation and excitement ahead of the classic film’s sequel.
“With shoppers looking for premium and versatile cheeses that can elevate everyday meals, we expect this collaboration to spark increased interest and awareness in the brand across the nation,” said Wilkinson. “The visibility Jarlsberg will gain from this sponsorship across theatre audiences, media coverage and digital campaigns will drive consumer awareness and purchase intent at shelf.”
The sponsorship will also see Jarlsberg sampled at selected productions and events over the coming year and will see collaborations with cast members, including Ugly Betty’s Vanessa Williams as Miranda Priestly.
“Just like high fashion, Jarlsberg has always been in vogue,” said Jamie Wilson and Kevin McCollum, producers of The Devil Wears Prada musical. “With an iconic namecheck in the show, Jarlsberg is the perfect match for The Devil Wears Prada – The Musical.
“We’re thrilled to partner with a brand that shares the show’s flair for timeless and irresistible taste.”
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