The UK launch of Castello by Arla Foods forms part of an ambitious global strategy for the brand and will be supported by a £2.1million marketing campaign for the three remaining months of 2007.
Activities will include sponsorship of a new comedy drama on ITV, press and online advertising, sampling, PR and a new website www.castellocheese.co.uk.
Nanette Cowley from Arla Foods comments: “The incredibly creamy taste of Castello is already relished across the world and now UK consumers have the chance to enjoy the consistent quality of this product.
With more varieties of Castello being introduced in coming years, we hope to educate consumers and simplify the complicated world of speciality cheese”.
Throughout October and November, and in time for the seasonal Christmas peak for speciality cheese, Castello will be listed across Tesco, Morrisons and Asda stores. Both Castello Blue and Castello White will be available in distinctive 150g half-moon packs and will retail at a recommended retail price of around £1.69.
Castello Blue is an award-winning blue-veined gourmet cheese with a subtle and incredibly creamy taste. Its mild flavour develops steadily as it matures, without ever becoming too strong.
Castello White is a distinctive, rich and creamy soft cheese with a delicate white rind covering. As the cheese matures, it becomes softer and creamier.