A cheesemaker is investing £50,000 in a series of radio adverts. Wyke Farms will be using the ads to promote the launch of its extra mature farmhouse cheddar, re-branded as Just Delicious.

The 30 second ads follow the theme of how the taste of the Cheddar sounds, and features reactions to the first bite, cheesemaker Ivy Clothier’s 100-year-old recipe and Wyke Farms’ 1,000 cow herd.

The campaign will run on LBC in London, GWR in Bristol, Gemini in Exeter, Orchard in Taunton and Pirate radio in Falmouth.