UK dairy firm Wyke Farms is launching a GBP100,000 (US$196,000) advertising campaign this month for cheese brand Leskol.

Jennifer Gray, marketing manager for Leskol, told just-food today (10 January): “We are the market leader in the healthy eating category and you will see there are a lot of supermarket-own brand cheeses appearing now, with the main competition for us being Weight Watchers. But, healthy eating is all about consumer choice and opting for healthier foods.”

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Wyke Farms has chosen seven national titles for the advertising campaign, which will run over January and February, including BBC Good Food, Women and Home and She.

The titles were selected as a result of a series of consumer research. “We conducted some focus panels for people that buy into the brand,” Gray said. “We found that the product was mainly bought by housewives and older adults looking for a healthier alternative to their usual choice.”

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