Tickler Cheese News
‘You Won’t Want to Waste a Crumb’: First National Advertising Campaign Launches for Tickler
Milk Link has today unveiled a new advertising campaign and marketing push to support its extra mature Cheddar, Tickler. With the strapline “Cheddar so precious you won’t want to waste a crumb”, the new creative will be appearing in press from 15th August. Tickler is the fastest growing extra mature Cheddar based on recent sales.
The new advertising campaign features three distinct creatives, featuring fictional characters who show their desire for Tickler by bartering a crumb of the tasty Cheddar for various high value items which they then barter for a whole new pack of Tickler! The total spend behind the marketing push is £1m across an integrated marketing campaign.
The new campaign is part of a wider strategy to promote Tickler – a premium, extra mature branded Cheddar - to people who really love their food. The adverts will be running in titles hitting the key target audience including Observer Food Monthly, Waitrose Kitchen, Sainsbury’s Magazine and BBC Good Food, as well as broadsheet weekend magazines.
Hamish Renton, Marketing Director, Milk Link 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.
“Based on recent sales we know Tickler is the fastest growing extra mature Cheddar brand - and real ‘foodies’ know it too. We are saying that there are a lot of run-of-the-mill Cheddars out there – make sure you don’t pick one by choosing Tickler.”
The marketing investment underlines the growing success of the Tickler range. Latest market data shows that Tickler sales are up by +64% in value and +60% in volume (TNS 52 w/e 11.07.10) reflecting the growing distribution and strong performance of the 200g pack and Tickler on deli counters, and the recent launch of the new 350g pack.
The larger 350g pack is now sold in Sainsbury’s, Waitrose and Morrisons. Consumers can also buy Tickler 200g in Budgens, Tesco, Waitrose, the Co-operative and Somerfield. It is available on the deli in Morrisons, Sainsbury’s and Waitrose and on the menu in Greene King Pubs throughout the country.
Tickler extra mature cheddar is produced at the award winning Taw Valley Creamery in Devon and is slowly matured for 18 months to ensure its distinctive flavour has time to develop. The resulting cheddar has sweet and tangy characteristics, making it a very tasty cheese with a strong flavour.
Tickler was launched in February 2007 and has been a hit in the premium quality branded cheddar market. Tickler is aimed at real cheese lovers who are looking for some everyday indulgence.
Bigger (350g) Tickler Pack Launched
Milk Link has announced the launch of a new larger 350g pack of its award winning, Tickler fabulous extra mature Cheddar. The new pack, which has a RRP of £3.49 will be sold nationwide in Waitrose, Morrisons and Sainsbury’s. The new pack size builds on the success of the 200g Tickler pack, and supports plans being made by Milk Link to expand export sales of the brand, predominantly focusing on the US market and other English speaking countries.
The new size pack will retain all Tickler’s distinctive features loved by consumers – its unique flavour profile which is sweet, tangy, strong and tasty, and characteristic wedge shape. The packaging has been redesigned to become easier to navigate but has maintained the traditional feel that consumers love and the Tickler branding. Brown “non-woven” film a tactile, versatile packaging option which feels and looks like brown paper, has been used to aid stand out on shelf, improve brand awareness and encourage trial.
Hamish Renton, Milk Link’s Marketing Director, commented: “We continue to be delighted with Tickler’s popularity amongst consumers. As the business’ leading cheese brand we plan to put our full marketing power behind it this year to ensure that it continues to go from strength to strength.
“The new 350g pack delivers more of the same great tasting Cheddar that consumers love and has been launched in direct response to consumer demand; we’ve seen indications for some time now that there is demand for a larger pack format. The 350g will encourage trial and all the consumer taste testing we have undertaken to date shows us that if consumers taste Tickler, they will absolutely love it.”
Give simple nosh that extra Tickle
Tickler, the award-winning extra mature cheddar, highlights how to 'posh up' simple classics for the ultimate everyday indulgence. With top tips from Michelin Star Chef Michael Caines
There is no denying that our favourite meals are the simple classics. Everywhere you look, chefs across the country are poshing-up simple nosh and serving these dishes as the centre pieces of their fashionable menus. This trend is moving into our homes, not just for parties and special treats but to add that extra touch of pizzazz to our simple favourites - everyday!
Award winning extra-mature cheddar, Tickler has joined forces with Michelin Star Chef Michael Caines to show you how it's done; with 9 exclusive recipes and the ultimate top ten tips to achieve everyday indulgence worth staying home for. With its sweet, strong and tangy flavour Tickler has been rapidly becoming a household favourite that no-one can resist a chunk of, now this moreish 18 month matured Devon cheddar is taking its talents a step further and using the strength and depth of flavour to add an indulgent twist to super simple nibbles and some fabulous classics.
So give simple nosh served posh a go - with Tickler it couldn't be any easier! To keep you warm over the winter months, try Tickler's Twisted Pasties, with Pumpkin and Pear for a twist on this old favourite which will leave you wanting more and more. Or for the ultimate winter warmer, make sure you try the Ravishingly Rarebit with Tickler, Leek and Ale for cheese on toast with a difference. [Recipes adapted according to sell-in/release]
Comments Michael Caines: "The best food in the world is always the simplest recipes served with the ultimate ingredients. I love all the old classics and these easy recipes will not only demonstrate your cooking prowess, they will earn you lots of brownie points as they taste so good! Check out my top tips to really help you really show off in the kitchen and you will soon become known for your culinary mastery!"
