Wyke Farms, the UK’s largest independent cheese producer and milk processor, is launching a sampling campaign which will target more than 2 million consumers throughout summer.
The Wyke Farms sampling kitchen will attend 19 national family, lifestyle, county, food and equine events across the country.
Consumers will be invited into the Wyke Farms trailer to taste its award winning cheddar in a traditional farmhouse kitchen layout. Brand loyalty will be encouraged by offering consumers samples, product offers, coupons and recipe cards.
The sampling initiative, being run by Imprint Marketing, will appear 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.
The company will be focusing heavily on its ‘local’, ‘traceable’ and ‘environmentally friendly’ credentials following a Mintel report which showed increasing demand for these attributes from shoppers.
Wyke Farms marketing manager Jennifer Gray said: “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.”
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Wyke Farms targets 2 million with major sampling offensive http://t.co/SA8aK4scm8 #directmarketing #data