the Cheddar Gorge Cheese Company – providing the UK with cheese in lockdown
the brief_
During the UK lockdown, the Cheddar Gorge Cheese Company’s (CGCC) shop and visitor centre were forced to close for the foreseeable future. We worked with them to gain awareness of its delivery service and lockdown bundles that were available. Online orders became a critical line of income for CGCC and so to keep orders flowing during lockdown we needed to keep CGCC front of mind and visible in media on a fairly regular basis promoting the fact that people could still enjoy its selection of British cheddar cheese products, including the only cheddar cheese made in Cheddar.
the approach_
Seeing that home delivery and online orders were booming, because food and drink treats were moments of joy and cheer whilst we’re all in lockdown, we worked with the Cheddar Gorge Cheese Company to develop its Lockdown Lunch Box and Summertime Picnic Pack for new and old customers to enjoy without visiting the shop itself.
We pitched in the products to local, national and online media – especially targeting those key foodie titles to reach an audience outside of Cheddar in Somerset where they are based. To truly sell in its delicious selection of British cheddar cheeses, we sent samples of its lockdown products to key media to grow their understanding and awareness of the brand.
the result_
The Lockdown Lunch Box delivered widespread lifestyle media exposure in Female First, Glamour magazine and Notebook magazine which resulted in a record number of sales on the website in just one day.
The Summertime Picnic Pack was mentioned in Jay Rayner’s restaurant review on the Guardian which succeeded in a sudden uplift in orders and also influenced a number of its existing customers to get in touch. This led to them featuring the Summertime Picnic Pack at the front of its shop and resulted in an even bigger increase in sales.
Pieces of coverage
Media value (£)
Ruth's Little Kitchen - supporting micro cookery school during COVID Thames Clippers - maximum exposure for the partnership of two major brands