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Food Industry News

Hatch takes a stand against the bland with Yorkshire Creamery win


Hatch takes a stand against the bland with Yorkshire Creamery win


"We are delighted to be working with Hatch on the launch of our new range and are certain the team will help us effectively convey our point of difference to the consumer."
David Hartley



National PR, Social, Events and Sponsorship agency, Hatch, has been appointed by new dairy brand, The Yorkshire Creamery, to support its £1 million investment in launching a new range of three cheeses.

With a wealth of experience working with food and FMCG clients, including The Wensleydale Creamery, Yes Peas and Boost, Hatch will support The Yorkshire Creamery with ongoing press office, instore sampling and a series of campaigns to raise brand awareness and drive sales for the new range. 

The retained account has seen Hatch develop the brand strategy and messaging for The Yorkshire Creamery with a brief to be playful and to stand out in the competitive dairy sector – resulting in the brand’s ‘tastes like it ought to’ proposition that champions quality and locally sourced milk.

The new brand sources its milk from specially selected local Yorkshire farms and the experienced cheese experts at The Yorkshire Creamery use their knowledge, expertise and attention to detail to create cheese which is full of Yorkshire strength and character.

The integrated campaign will bring together PR, direct consumer sampling and engagement campaigns to land the new brand in the busy cheese market. Hatch’s work will support the brand’s ambitious growth plans and £1m investment by the Creamery which saw it conduct in-depth consumer research, new product development and marketing.

David Hartley, Managing Director at The Yorkshire Creamery, said: “We’re delighted to be working with Hatch on the launch of our new range and are certain the team will help us effectively convey our point of difference to the consumer and make The Yorkshire Creamery a success.

“We’re a business that is proud to take a stand against the bland, bringing together our Yorkshire milk, the passion and care of our farmers and our decades of cheese-making expertise to make products which taste like they ought to.”

Jason Madeley, Managing Director at Hatch, added: “We’re delighted to have been appointed to launch The Yorkshire Creamery and be part of the strategy from the birth of a new brand through to launch. We’re confident our experience in the food sector will support our drive to make The Yorkshire Creamery’s Extra Mature Yorkshire Cheddar, Double Yorkshire and Yorkshire Red a firm favourite with consumers across the UK.”

The products are available from selected Morrisons, Booths, Tesco, Asda and Co-op stores, as well as the Wensleydale Creamery Visitor Centre Cheese Shop in Hawes. The range will soon be available through independent retailers. For more information, please visit: www.yorkshirecreamery.co.uk/

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