Dairy Crest’s Cornish cheddar cheese brand Davidstow has been given a packaging refresh to drive awareness of its ‘complex taste’.
Seeking to enhance the brand’s provenance and quality at point of purchase, new packs feature a rejuvenated logo with a sailing boat set against a rugged Cornish coastline, and incorporate the brand’s established date of 1951.
Natural craft paper labels are said to create a more artisan feel and the variant maturation period has been enlarged to convey an ‘aged for quality’ message at shelf and to aid range navigation.
Dairy Crest marketing director Lee Willett said: “Davidstow appeals to shoppers who are passionate about their cheese and care about depth of taste as well as provenance and heritage. The result of extensive semiotic research, our new packaging aims to flaunt our pedigree and drive awareness of our superior, complex taste.
“Launching in time for Christmas when many shoppers trade up to more premium and speciality cheeses, we’re confident that the new packs will create cut-through at the branded cheddar fixture and encourage more shoppers to choose Davidstow during the upcoming festive season and beyond.”
Made at its creamery in Cornwall, Davidstow cheddar uses only milk from a pool of West Country farms.
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