Wyke Farms.

Wyke Farms was one of our first clients, and for nearly 6 years we’ve enjoyed an excellent working relationship and created numerous successful campaigns. Our original brief for Wyke Farms was to expand their listings into other multiples (they were listed solely in ASDA at the time). This was achieved within the first 12 months with a growth of 40% through a strategic mix of trade and consumer marketing. But that was just the beginning. We were then briefed to work across all their brands and drive volume and distribution on a very limited budget.

RESULTS.

When you don’t have the luxury of a big budget, your creativity becomes even more crucial. We delved deep into the history of the company and discovered their USP. The brand was created in 1861 in Somerset by the Clothier family, who still own and run the business in the same location. The recipe is the same as the original created by the current MD’s Grandmother. They herd their own cows, farm their own land and love what they do. So, our work for Wyke Farms has always focused on simply telling their story of farming heritage. As sales are utterly dependent on distribution there has been a critical focus on trade marketing and consumer advertising that would leverage trade interest. By using stories and old family photos, we have successfully conveyed the Wyke Farms traditions which both consumers and trade find so compelling.

HOW IT WORKED.

Wyke Farms has been a huge success for us, and we continue to work on the entire Wyke Farms range , handling all creative, design and advertising. Consumers have voted Wyke Farms advertising as the work they would most likely buy from. Sales growth has been phenomenal and the brand has over-achieved, especially considering the budgets of their key competitors Pilgrim’s Choice and Cathederal City who outspend Wyke Farms by 3 to 1.

Here are the highlights:
• Wyke Farms is the best-selling Farmhouse Cheddar brand in the UK and the fastest growing brand in the category
• They now have listings in all major multiples
• Sales growth in 2007 - 110%, Sales growth in 2008 - 113%, Sales growth in 2009 - 181%
• They have moved from outside the Top 10, to the 3rd best-selling Cheddar... and climbing.