Competition in Britain’s branded cheese market has intensified with
the appointment of Travis Sennett Sully Ross to handle creative work on
Horlicks Farms Somerset Cheddar.
The assignment marks the first attempt by the brand’s owner, Dairygold,
one of Ireland’s largest dairy companies, to turn Horlicks Farms into a
serious contender in the UK branded cheese market, which is dominated by
Churnton and Dairy Crest’s Cathedral City.
Travis Sennett, which was awarded the business after a two-way pitch, is
working on two commercials for a TV test campaign to begin in
Media buying will be handled by the CDP Media Company.
Budgets have yet to be finalised but are thought to be in line with the
pounds 500,000 support behind Churnton through Publicis Focus and the
pounds 1.1 million backing Cathedral City at Young & Rubicam.
Horlicks Farms - a one-time farming co-operative and Beecham group
subsidiary which has been making cheese at its Ilminster base for more
than 70 years - was acquired by Dairygold from its management in 1994 as
the precursor to a major brand offensive in the UK.
The appointment comes as the cheese market in Britain expands with a
growing range of products. This expansion has sparked efforts by major
manufacturers to brand what have traditionally been commodity items.
Peter Travis, the chairman of Travis Sennett, said: ’Consumers are
discovering that different qualities of cheddar are being consolidated
under brand names.’
Travis Sennett already has experience in the food sector, having built
up Patak spices into one of the UK’s fastest growing grocery brands. It
also handles the Yakult drink.