The press campaign will launch in this weekend's Observer and other weekend supplements including Waitrose, Olive and Delicious.
Created by Albion London, the three ads use the strapline "Cheddar so precious you won't want to waste a crumb". The ads feature fictional characters bartering a crumb of the tasty cheddar for various high value items, which leads them on to barter for a whole new pack of Tickler.
The ads are part of a £1m wider campaign by Milk Link to promote its whole cheese range including Lockerbie, Tuxford & Tebbutt, Cadog, Yeo Valley Organic Cheese and Bladen.
Milk Link marketing director Hamish Renton said: "This is the largest single marketing investment in Milk Link's history and marks our huge confidence that Tickler really delivers for consumers.
"Tickler brings something unique, distinctive and value-adding to the category – reflected in our new advertising creative which is a breath of fresh air compared with the dull and clichéd advertising of other cheese brands in the market."
Tickler was launched in February 2007 and has experienced a steady growth in the premium quality branded cheddar market. Its other brands include Moo, Flora pro-activ, Mars Family Refuel, Galaxy and Scottish Pride.