Seriously Strong cheddar brand manufacturer A McLelland & Son has dropped its raunchy Safe Sex, Dangerous Cheese themed advertising campaign.
Joint md Alastair Irvine said a new £2m TV campaign would have "all-round family appeal". It was filmed in Majorca, and is due to be broadcast in February. Regular heavyweight bursts of TV and instore advertising will run through 2003.
Irvine said: "We want to make Seriously Strong the number one cheese brand in the UK. It is number two to Cathedral City."
Hello! magazine refused to carry last year's Safe Sex, Dangerous Cheese campaign which featured pictures of semi-naked couples frolicking and eating cheese.