NEWS: Churnton launches mature version of cheese brand

Churnton, the cheese brand that has come from nowhere to be the UK’s third biggest seller within a year, is getting pounds 3 million worth of new advertising support to launch an extension to its range.

Churnton, the cheese brand that has come from nowhere to be the UK’s

third biggest seller within a year, is getting pounds 3 million worth of

new advertising support to launch an extension to its range.



Mature Churnton will join Mild Churnton to bolster the brand’s challenge

to Anchor and St Ivel in the pounds 1.2 billion British cheese market

and to oust supermarket own-label products.



Ambler Rodford, the agency that took Mild Churnton from a test market in

the Granada area in 1994 to a national launch last year, has produced

the TV campaign for Mature Churnton. It will break across five southern

TV regions, including London, from next Monday, prior to a national

roll-out.



As with the previous campaign, the new one aims to tempt potential

consumers into trying the new product with a reinforcement of its launch

slogan: ‘One taste and you’ll turn to Churnton.’



As before, the new 30- and ten-second commercials are fronted by the

Wish You Were Here? presenter, Victoria Studd, and feature a series of

vox pops among shoppers in Croydon, who describe the taste of the new

product.



The films were written by Alan Rodford, the agency’s creative partner,

art directed by Mark Adkins and directed by Sid Roberson through Mendoza

Productions. Media is being handled by Pattison Horswell Durden.



Chris Ambler, the agency’s managing partner, said: ‘The ads are bold and

simple because Churnton is an everyday product, not something for the

cheese-board. The idea is to remind people in the midst of a busy

shopping trip to consider something which they wouldn’t usually give a

lot of thought to.’



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