After winning the competitive pitch to manage the UK PR and all social media channels for Yamas! cheeses, Brazil will next week launch the product in the UK alongside its debut in Tesco, Morrisons and Ocado.
The new Greek cheese range – owned by Futura Foods, one of the UK’s largest cheese importers – will initially feature five cheeses, including twists on traditional UK favourites Feta and Halloumi, as well as lesser known varieties, such as the award-winning Graviera, Greece’s second most loved cheese. The range – which will be available in Tesco, Morrisons and Ocado – also features a Smoked Greek (Feta) Cheese and Saganaki, previously only available in specialist shops.
Brazil’s role is to educate consumers on the wide varieties of Greek cheeses and to make Greek cooking more accessible to home cooks.
The launch will kick off with a Greek cookery session for food bloggers and journalists and will be hosted by celebrity chef, Toni Buxton, of Discovery Channel’s, My Greek Kitchen. It will also be played out across the new Yamas! Facebook page (www.facebook.com/yamasdairy) and Twitter (www.twitter.com/yamasdairy) account by Brazil.
Neil Burchell, managing director of Yamas!, commented: “We have been working hard to bring this exciting new range to market and we’re thrilled to now be at that point. There are a lot of fantastic Greek cheeses out there so it was important that the PR agency we chose, reflected our vision of the brand – fun, yet innovative and high quality. After seeing a number of agencies, Brazil answered what we needed with some fresh thinking and a well-worked strategic approach. We’re looking forward to the launch and working with Brazil to make Yamas! synonymous with Greek cheese and food.”
Joshua Van Raalte, chief executive at Brazil, said: “Launching a major food brand is always very exciting, especially when the brand has the potential to define a specific category. Greek cooking is a relatively untapped market, and we have created a completely integrated campaign which will bring this brilliant new brand to UK supermarkets.”