Comté sows seeds for cheese

French cheese makers Comté has launched a DM campaign to raise awareness among UK delicatessens.

The mailer, put together by communications agency MBA, has been sent to 2000 delicatessens across the UK. The packs are embedded with wildflower seeds for recipients to grow, this is designed to emulate the French meadows where Comté cows graze on wildflowers that flavour the cheese.

Stephen Maher, CEO of MBA, said, “We wanted to devise a campaign that opened up people’s imagination to the unique taste of Comté cheese. Our seed-laden letter opens up all senses to the wildflower meadows where their cows graze by giving Comté’s target audience the chance to grow their own mini meadow.”

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