Wyke Farms is drawing on its 150-year cheesemaking heritage to tap into shoppers' sense of nostalgia for its Christmas campaign.

The initiative, predicted to reach over three million UK consumers, will focus on print. Ads are booked to run in eight consumer food and lifestyle magazines, such as Reader's Digest and Waitrose Kitchen."We feel this campaign resonates with our provenance - family farming in Somerset," said MD Richard Clothier.