The decision forms part of its international strategy to increase awareness about the cheese, the region and the people, and the Syndicat has appointed specialist PR and marketing agency Westbury Communications to implement the activities over the coming months.
The initial campaign for 2014, running from 1 August to 31 December 2014, will focus on raising awareness of Reblochon de Savoie AOP among the UK trade and consumer press, through ongoing media relations, press trips and via TV and radio campaigns.
In 1958, Reblochon was the first French cheese to be granted the AOP (PGI) status. Only cheeses produced according to the Syndicat’s guidelines can be designated a Reblochon de Savoie or a Reblochon de Savoie Fermier.
It is a mild and creamy semi-hard cow’s milk cheese made using unpasteurised milk from select indigenous breeds of cows.
“We are looking forward to our first marketing foray into the UK and to raising awareness of the provenance and quality of Reblochon de Savoie,” said MD Lucile Marton. “We hope that the media and consumers alike will be pleasantly surprised by the versatility of this cheese and the truly creative ways with which it can be used in cooking.”
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