A new Port Salut ad campaign broke in London and the south east this week, aiming to challenge consumers' taste expectations. Posters revealing the softer side of hard' characters appear on London Underground sites for eight weeks. They are backed by radio ads with the theme that what you see is not always what you get. All feature the strapline, Surprisingly mellow on the inside'. Marketing manager Rosie Tapp said the cheese's orange rind gave few clues to its mellow taste. If the ads are successful, the campaign will be rolled out elsewhere. {{MARKETING - P&P }}