Travis Sennett Sully Ross takes creative on Horlicks cheese

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.

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

October.



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.