Wyke Farms will deliver its dairy samples out of a trailer decorated to look like a traditional farmhouse kitchen. Above all the company is looking to communicate its ‘local’, ‘traceable’ and ‘environmentally friendly’ credentials since research shows that these values are increasingly important for consumers (Mintel Cheese Report, October 2013).

The sampling tour will provide the public with a real-life experience that will create stronger engagement with the brand and its offering. The dairy producer is looking to draw on its heritage and independence in the development of its brand positioning. The Wyke Farms team will also offer coupons and recipe cards to encourage brand loyalty among its customers.

Jennifer Gray, marketing manager at Wyke Farms says, “This experiential activity provides a platform for us to talk about our family history, sustainability, short supply chain and animal welfare in detail, aspects which are harder to convey on packaging or through advertising where the interaction time is shorter.”

Independent cheese producer and milk processor, Wyke Farms, is gearing up for a summer sampling tour that is set to reach over 2m consumers across the UK. The ‘sampling kitchen’ will target county fairs and similar lifestyle events in 19 different locations.

The BBC Good Food Show and Masterchef Live are among the events on Wyke Farms’ schedule. The Somerset-based brand has been making cheddar for over a century and is now the largest family-owned cheese maker in Britain.