Created by: Levy McCallum Launched: August 2001 McLelland did a Häagen-Dazs on its cheddar range here, bringing a touch of sexy sophistication to the cheese world. The more familiar happy families, genial country folk and cartoon characters were replaced by frolicking couples, who gamely demonstrated cheese's aphrodisiac qualities on posters, in press ads and ambient media. Unfortunately, the raunch factor was too strong for the sensitive souls at Hello! magazine, which refused to carry them. However the liberal-minded folk at FHM, Loaded and Cosmopolitan loved them. {{P&P }}

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