Quiet Storm wins £4m Cheestrings business

Golden Vale has appointed Quiet Storm to handle the £4m advertising business for its Cheestrings brand.

The move comes just four months after the Irish company appointed BDH/TBWA to the business, and the Manchester-based agency is understood to have pitched against Quiet Storm.

The TV campaign, which breaks later this month, will focus on a promotion with Sony, offering the chance to win Sony products, including Walkmans and video cameras. In line with the BDH work, the ads will continue to use the Mr String character as the brand mascot. The work is Quiet Storm’s fourth new piece of business this year, following wins on PlayboyTV, EMAP Elan’s Bliss (MW March 23) and Golden Wonder.

Golden Vale launched Cheestrings in 1996. It has four variants, Cheddar, Twister, Smoky Bacon and Pizza. The cheese snack category is worth £90m.

In February, Golden Vale announced plans to broaden the brand’s appeal in an effort to appeal to younger teenagers. As well as advertising by BDH, the company ran a national sampling campaign and redesigned the packaging.

Golden Vale was taken over by Irish dairy giant Kerry Group last September. In February, Golden Vale group managing director Jim Murphy left the company after five years.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here