Wyke Farms has launched a six-figure advertising campaign to promote its Cheddar cheese.

This will include a 30-second TV slot focusing on provenance and the traditional values behind the brand, with the ad showing how farming processes have evolved over the years.

The TV push, which kicks off on Five and GMTV in April, is being backed by an editorial campaign across lifestyle magazines including Good Housekeeping and Easy Living.

The company, which supplies cheese and butter products to leading supermarkets, will also be attending consumer food shows offering product tastings.

Wyke's Cheddar brand is worth £18m, making it the fourth-largest in the country. But the company has set its sights on further growth and hopes the promotions will make 1.5 million more people aware of its products.

"We want to be among the two most popular brands in the UK," said managing director Richard Clothier.