Primula to sponsor UK entrant to Eurovision

Primula Cheese is sponsoring the UK’s Eurovision Song Contest entrant, Daz Sampson. The deal is part of the cheese spread brand’s “Proud to be Cheesy” campaign.

Primula, owned by food company Kavli, has snapped up the Manchester-based DJ as part of its campaign to encourage consumers to “celebrate those cheesiest things in life they secretly love but dare not admit to”.

The deal was developed by marketing consultancy Karol Marketing. Sampson and his crew have already been wearing “Proud to be Cheesy” badges during media support for the contest, which is being held in Greece on May 20. But the announcement of the deal was “delayed” in order to build up speculation about what the badges meant.

Primula marketing director Craig Brookes says: “Daz is likely to generate significant media coverage in the run-up to Eurovision, and is the perfect fit for our campaign.” The push supports Primula’s claim that it contains more real cheese than other cheese spread brands.

Sampson’s song, Teenage Life, is due to be released in the UK singles chart next week. He was selected as the UK entrant following a public vote earlier in the year.