Wyke Farms is offering web-savvy cheese fans the chance to win a lifetime's supply of Cheddar via a Facebook competition.

Five hundred people so far have joined a Facebook group set up by the producer last month. One of the members will be drawn as the winner of 300kg of cheese on 10 April.

"Online activity such as the Facebook club gives us an immediate two-way dialogue with our consumers," said MD Richard Clothier.

The use of social media would complement traditional forms of advertising such as TV and print, he added.