UK dairy processor Milk Link has unveiled an advertising campaign and marketing push for its extra mature Cheddar brand Tickler.

With the strapline “Cheddar so precious you won’t want to waste a crumb”, the creative will appear in press from 15 August, the firm said yesterday (9 August).

The campaign is part of a wider strategy to promote Tickler, and adverts will be running in titles hitting the brand’s key target audience including Observer Food Monthly and BBC Good Food, as well as broadsheet weekend magazines.

Hamish Renton, marketing director for Milk Link, said: “This is the largest single marketing investment in Milk Link’s history and marks our huge confidence that Tickler really delivers for consumers. Based on recent sales we know Tickler is the fastest growing extra mature Cheddar brand.”