The new television advert, made by Scott’s commercial production company RSA films, aims to convey the company’s brand values of provenance, passion for the countryside and family farming in Somerset, it claimed.
The advert called ‘Ode to the cow’ (see below) focuses on the firm’s love of nature and champions the biggest contributor at Wyke Farms – the cow.
The advert will first appear on ITV in a 30-second spot during Coronation Street on September 1 2014.
It will then run on ITV Breakfast, as well as across other television channels and online – potentially reaching 59M viewers in total, Wyke Farms claimed.
RSA Films is responsible for some of the world’s most lauded and recognisable adverts including Apple ‘1984’ commercial, which was voted ‘Best Commercial of All-time’ by TV Guide; Hovis ‘Boy on Bicycle’ and Nike ‘Move’, which won an Emmy.
Scott has directed films including Alien, Thelma and Louise, Black Hawk Down, Hannibal, Gladiator and Prometheus.
The campaign is part of a £1.2M investment into mass media promotional activity, including print, broadcast and viral seeding.
Jennifer Gray, marketing manager at Wyke Farms, said the campaign demonstrated the firm’s commitment to brand growth and further cemented its position as the leading provenance cheddar brand.
“We are excited to be communicating our unique brand values to more shoppers than ever before,” she added.
Boost investment further
“In this current competitive environment for grocery brands it is increasingly important for brands like Wyke with a genuine point of difference to articulate that strongly to shoppers. Next year, we’re planning to boost our investment further with television and print advertising campaigns launching at Easter, making it our biggest year of TV ever.”
Wyke Farms has been producing its Cheddar cheese for over 100 years and has grown to become the largest family-owned cheese maker in Britain, selling over 14,000t annually.
Wyke Farms’s cheese and butter is made with the milk from its cows, which graze the pastures of the Mendip Hills in the centre of the Cheddar-making region in Somerset.
Meanwhile, Wyke Farms’ boss Richard Clothier is taking part in the Food Manufacture Group’s free, one-hour webinar on energy savings, to take place at 11am GMT on Thursday September 18.
The online seminar will focus on the scope for food and drink manufacturers to make energy savings, while complying with the Energy Savings Opportunity Scheme.
Joining Clothier on our expert panel will be: the Food and Drink Federation’s head of climate change and energy policy Stephen Reeson, energy efficiency deployment officer at the Department of Energy and Climate Change Martin Adams and Jes Rutter, md of energy efficiency specialist and event sponsor JRP Solutions.
Register for your free place here.