‘There’s More to Cheese than Cheddar’ TV Campaign!

Sales of Red Fox, our flagship aged Red Leicester cheese brand here at Belton Farm, are set to receive a major boost with it’s first ever TV advertising push. The TV adverts will be an integral part of Red Fox’s new ‘There’s More to Cheese than Cheddar’, multi-channel, marketing campaign being run over the Summer which is focused on building further brand awareness and frequency of use.

The visually stunning TV campaign, which airs on Thursday 4th June on Channel 4 and runs for 4 weeks, is set to drive further consumer awareness of, and engagement with, the Red Fox brand. Launched three years ago, sales of Red Fox have grown strongly with a +28.8% increase in value over the last 12 months (Kantar Data) and it is now stocked by leading retailers including Tesco, Waitrose and Morrison’s.

Red Fox, an aged Red Leicester recognised for its unique complex blend of sweet and savoury flavours with a cunningly unexpected crunch, has been a staple of the cheeseboard for some time. The ‘There’s More to Cheese than Cheddar’ campaign will now encourage customers to look beyond the obvious and discover something new by experimenting with recipes and adding the flavour sensation of Red Fox to ignite their taste buds.

In addition to debuting on TV, the Red Fox ‘There’s More to Cheese than Cheddar’ campaign will also include activity across print and digital platforms.

Justin Beckett, Managing Director explains; “It’s taken years of dedication and skill to achieve the complex blend of sweet and savoury flavours along with cunningly unexpected crunch that is bespoke to Red Fox.  However, what people might not be aware of is its diverse usage. Due to its firm body and unique taste, Red Fox lends itself so nicely to adding that special touch to dishes – to make any occasion that extra bit special.  With this campaign, we wanted to highlight the diversity of our flagship product and we are confident this will drive sales and awareness of Belton Farm and all our award-winning Great British Cheese.”