Kavli demonstrated just how cheesy its Primula brand is by sponsoring Daz Sampson, the UK's representative in this year's Eurovision Song Contest. The event is regularly flagged up as one of the cheesiest events on the planet and this year was no exception. Kavli continued the 'naff' theme by teaming up with mullet-wearing DJ Pat Sharp to find the student with the cheesiest grin and the most cringe-worthy chat-up line. It's refreshing to see a brand that doesn't take itself so seriously.