Since its launch last January, the EdamMade Campaign has invested heavily in promoting the health benefits of the Dutch cheese in the UK, in particular targeting parents with children and young adults who lunch out-of-home. Recent consumer research conducted by Friesland Foods – the Dutch co-operative behind the EdamMade Campaign – revealed that many parents across the UK are struggling to cope with increasingly fussy children amid soaring food prices, with many only able to spend £1 a day on their children’s lunchboxes*.
A nationwide radio and digital campaign featuring celebrity chef and Edam brand ambassador Lesley Waters, ran earlier on in 2008 and, supported by the research, included recipe video pod casts and radio interviews that highlighted the versatility of Edam as a lunchbox ingredient, and in particular the cost benefits of making your own lunch each day rather than relying on shop bought sandwiches and salads.
Key consumer drivers
Health is one of the big areas driving the dairy market and in particular, steering parents towards low fat alternatives when it comes to making lunchbox choices.
Elien Zwart-Dijkstra, Marketing Manager for Friesland Foods, comments: “Recent consumer research undertaken by us revealed half of parents think nutrition was better when they were young so now that the credit crunch is biting, 65% of parents are giving their children exactly what they used to eat – a simple sandwich.
“Our campaign responds to this by positioning Edam as a versatile and healthy cheese for all the family, ensuring that Edam is front of mind with our target audience and the first sandwich filling choice at lunchtime. With 25% less fat than cheddar and an ideal source of calcium parents feel confident about incorporating Edam into their children’s lunchboxes.”
Merchandising and Promotional activity
The 2009 campaign also includes trade presence at the Nantwich International Cheese Show in July, planned sponsorship with the Scouts Association and the launch of an Edam recipe booklet, targeting families with simple healthy meal solutions that everyone will enjoy. There are plans to distribute the booklet via a retailer magazine later in the year.
The cheese market
The UK cheese market is now worth £2,112,879,000**. Edam is enjoying steady incline with retailers claiming a strong degree of appeal amongst young adults and young families. Edam is currently available in ball, wedge and sliced formats from all major retailers.
*Tickbox Report, 1 May 2008 (parents with children aged 5-16 years)
**Data – TNS 52 w/e 13 Jul 08
Visit www.edammade.co.uk for further information on Edam cheese.