Campaign: Return of Leigh Toaster Cheese

Havas PR UK was asked to communicate the Asda store in the Lancashire town of Leigh’s support for, and investment in, its local community.

At the same time, the store needed to position itself against some new competitors in the county.

Our research led to a simple yet innovative idea – bring a long-forgotten local cheese back to life, the Leigh Toaster.

Local stakeholders and Lancastrian foodies helped to support a launch event in November 2012 (which also coincided with Lancashire Day).

The event was front page news in the Leigh Journal and had six further lead stories in other titles, generating sales and social buzz through channels such as Twitter:

The campaign delivered commercially, as well as for the brand. As Asda’s buyer put it: “One thousand Leigh Toaster cheeses have been sold, an incredible rate of more than 240 a week. This is above and beyond expectations for a local line.”

The cheese is doing very well and cheese makers, Dewlay, continue to produce it.

And, of course, we have tried it – it’s delicious.