The Wensleydale Creamery has invested heavily into its new “Crumble It!” marketing campaign, which is set to inspire usage by focussing on making every day more special.
The campaign, which launched this summer and was showcased at the Great Yorkshire Show, is set to drive further growth and brand awareness of the flagship Yorkshire Wensleydale cheese, which will also benefit stockists nationwide. It encompasses a range of activity across print, digital, event and email marketing.
Located at Hawes in the heart of the Yorkshire Dales, the Wensleydale Creamery, has been handcrafting delicious Yorkshire Wensleydale cheese for generations. Known for its unique crumbly texture and creamy flavour, Yorkshire Wensleydale has been a staple on the cheeseboard for generations, but the campaign aims to promote its versatility and usage within our favourite dishes.
The Wensleydale Creamery’s Crumble It! campaign is encouraging customers to discover something new by experimenting with recipes and adding a crumble of Yorkshire Wensleydale to ignite taste buds. This will build awareness and grow reach to drive more frequent usage.
David Hartley, MD at the Wensleydale Creamery, said: “It’s taken years of dedication and devotion to achieve the perfect, melt in the mouth creamy crumbliness bespoke to Yorkshire Wensleydale.
“However, what people might not be aware of is its diverse usage. Due to its unique structure, Yorkshire Wensleydale lends itself so nicely to adding that special touch to dishes – to make any occasion that extra bit special.
“With this campaign we wanted to highlight the diversity of our flagship product and we are confident this will drive sales and awareness of the Wensleydale Creamery and our premium cheese.”
The Crumble It! campaign follows a £5m investment program which started in 2015 and delivered a new dairy and cheese-making facilities, which enabled the business to increase capacity and streamline processes to improve efficiency, ensuring sustainability for the business going forward.
Additional investment was also made into state-of-the-art whey processing equipment, to drive further value out of what was essentially a by-product of the cheese-making process as well as a brand-new interactive demonstration area to its popular Visitor Centre which attracts 350,000 visitors each year.