The Effective Use of Advertising to Increase Cheese Consumption

Peter Bear

Between 1973, when the Cheese Information Service (CIS) was formed, and 1978, volume sales of cheese increased as the price doubled.
Agency: Harrision McCann Agency, TheAuthor: Peter Bear

The Effective Use of Advertising to Increase Cheese Consumption

INTRODUCTION

The Cheese Information Service (CIS) was formed in 1973 as a consortium of the various UK and Irish Milk Marketing Boards and other cheese manufacturers, including Unigate and Express Dairy.

Its sole purpose to fund a budget to promote cheese generically, with a view to increasing overall cheese consumption. It complemented the advertising of individual brands and the English Country Cheese Council which promotes territorial cheeses. Eighty percent of all cheese eaten in the UK and Ireland...

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