Wyke Farms summer sampling campaign targets two million consumers
Monday April 28, 2014 at 3:14pm
Wyke Farms, the UK’s largest independent cheese producer and milk processor, starts a summer sampling tour next week aimed at reaching more than two million consumers throughout the summer. The Wyke Farms sampling kitchen will attend 19 national family, lifestyle, county, food and equine events across the country. The general public will be invited into the Wyke Farms trailer to taste its award winning cheddar in a traditional farmhouse kitchen layout. This year, the company is focusing heavily on its ‘local’, ‘traceable’ and ‘environmentally friendly’ credentials, as 2014 witnesses further increase in demand for these attributes from shoppers. Jennifer Gray, marketing manager at Wyke Farms, says: “This experiential activity provides a platform for us to talk about our family history, sustainability, short supply chain and animal welfare in detail, aspects which are harder to convey on packaging or through advertising where the interaction time is shorter.” The Wyke Farms team will be encouraging brand loyalty at the events by offering consumers samples, product offers, coupons and recipe cards. Wyke Farms is sampling its farmhouse cheddar at The BBC Good Food Show, The Royal Bath & West Show, The Grand Designs Show and MasterChef Live among others. Product sampling includes Wyke Farms Simply Gorgeous Vintage Cheddar, Just Delicious Extra Mature Cheddar, Rich and Creamy Mature Cheddar, and also Superlight Half Fat and new Somerset Old Smokey. Wyke Farms has been producing its award-winning cheddar for over a century and is now the largest family-owned cheese maker in Britain, selling over 14,000 tonnes annually.