As part of its 2007 PR activity, the Speciality Cheese Board launched a nationwide competition to find the UK’s next ‘big cheese’. The launch was announced in early September with a radio campaign fronted by Paul Gayler, Executive Chef at London’s Lanesborough Hotel, cheese expert and author of ‘A Passion for Cheese’. Contestants were asked to send in their most impressive cheese recipes and the finalists were invited to the Cucina Caldesi culinary school for a cook off with Paul himself on 7 November.

In addition, the Speciality Cheese Board secured further PR activity with a top national magazine – Good Housekeeping. Together with Paul Gayler, a lavish culinary event was held in December at the 5* hotel for readers of the magazine. The festivities included a champagne and cheese canapé reception, followed by a delicious lunch created by Paul with each of the three courses featuring a speciality cheese. Paul gave a presentation on the perfect cheeseboard and guests were given an exclusive gift bag packed with ‘cheesy’ goodies, just in time for Christmas.

Over the past few years Paul’s expertise has lent substantial credibility to a number of campaigns run by the Specialty Cheese Board. This year, as in the past, product information and recipe ideas were distributed to the national, consumer and online media in a creative press pack to promote coverage ideas and generate media interest. The combined activity generated a significant amount of coverage and its success is expected to continue into 2008.

The activity is supported by the following PTF members: Anthony Rowcliffe & Son, Asda Stores Ltd, Bel UK Ltd, Bradbury & Son Ltd, Eurilait Ltd, Friesland Foods Cheese, Interprofession Du Gruyere, Lactalis McLelland Ltd, Tine UK Ltd, Tesco Stores Ltd and ULN UK Ltd.