Pilgrims Choice has rolled out five branded lorries as part of a £3m awareness campaign. The 42ft articulated lorries will travel the A1 transporting 3.1 million cases of Cheddar during the one-year campaign, run in association with Culina Logistics. The vehicles display images of the brand's mature, extra mature and farmhouse Cheddar packs.

"This branding exercise is an important part of our dedicated £3m investment in a robust marketing campaign to sustain and build upon the growth enjoyed in 2008," said Pilgrims Choice marketing manager Hannah Fordred.