Hatch Communications

Wensleydale Cheese – PGI Status

Raising the profile of The Wensleydale Creamery

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  • For a base press office fee, plus photography and videography, the campaign achieved coverage across national titles, broadcast media, regional titles, trade press and global media (as far as New Zealand), with an OTS of 520,996,690 and PR Value of £685,216.
  • Key national media included The Daily Telegraph, The Daily Mail, BBC Radio2, BBC Radio 4, BBC Radio 5 Live.
  • Key regional media included The Yorkshire Post, Darlington & Stockton Times, BBC Radio Leeds, Capital FM and BBC Radio York.
  • Key trade titles included The Grocer, Speciality Food, Food Bev and The Grocery Trader.

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The Challenge

The Wensleydale Creamery applied for Protected Geographical Indication (PGI) status in 2006 with the status finally awarded to their Yorkshire Wensleydale cheese on 18 December 2013. Hatch were tasked with announcing the status, raising consumer awareness that only Wensleydale cheese produced in Wensleydale can be called Yorkshire Wensleydale cheese and promoting the impact of the status upon The Creamery as a business.

Hatch worked with The Rt. Hon William Hague, a long-term fan and supporter of The Wensleydale Creamery, to generate a selection of images for business press, as well as a video for use socially and sound bites for radio coverage.

For consumer press activity Hatch generated a press release outlining the status and what it means for the consumer, while also holding a photocall with a giant cheese prop to generate fun consumer images with the team at Wensleydale.

Drive awareness of Yorkshire Wensleydale cheese and educate the consumer that Wensleydale cheese not made in Wensleydale is not the authentic product.

Raise the profile of The Wensleydale Creamery and the impact of PGI status on the business.

Continue to position The Wensleydale Creamery and Yorkshire Wensleydale cheese as the authentic product, handcrafted in the heart of the Yorkshire Dales.

Our Solution

Hatch announced The Creamery achieving status for their Yorkshire Wensleydale cheese with a press announcement and accompanying images, dependent on relevant media. Due to planning, Hatch had prepared press materials and therefore, were able to react instantly once the status was officially achieved; having being announced one month earlier than anticipated by the European Union.

Hatch offered interview opportunities with David Hartley, MD of The Wensleydale Creamery, as well as distributing sound bites and video footage of The Rt. Hon William Hague, representative of the constituency that encompasses The Wensleydale Creamery’s site at Hawes, to support the announcement.