Advertising, PR and The King's New Clothes

Someone once said that ninety-five percent of advertising is wasted, but no one knows which ninety-five percent! That’s always stuck with me. It’s a puzzle that continues to challenge anyone in business who’s trying to sell their products and promote everything they make.

Back in the 1970s, when we first dipped our toes into PR, I worked with a clever chap named John B. He had a theory: the magic of PR lies in the eye of the beholder - a bit like The Emperor’s New Clothes (Hans Christian Andersen, if you’re curious). He was absolutely right John B and me would sit together, trying to come up with interesting things to say about cheese and butter. Those meetings were full of laughter with some of the best ideas coming from the silliest moments.

We quickly learned that humour had power. People remember funny stories, and even the most everyday products, like a block of cheddar become memorable when wrapped in a smile. Some of our early PR efforts were surprisingly effective, despite having no formal training. We simply told stories that made people chuckle and feel connected to our world of dairy.

By the 1980s, we ventured into TV advertising. Again, we found that humour worked wonders. Our most successful ad featured the catchphrase “I Wyke it” followed by “You’ll Wyke it too.” That line still gets a smile today. I occasionally hear, “Is till Wyke it, John!”, and it never gets old.

Another favourite was our “Daisy the Milkmaid” ad, which ended with the cheerful line: “We all remember Daisy.” Short, sweet, and full of character, both ads punched well above their weight. Despite the cost of airtime, they were worth every penny. Back then, with fewer channels, TV ads had real impact.

We’ve always believed in the power of a good story, told with warmth and a bit of character. These days, with so many messages from all directions, on screens, in shops, and every where in between it’s become even more important to find ways to stand out and be remembered. Just like we did back then, we still lead with our Cheddar - the real star of the show, made to the same family recipe we’ve followed for over 160 years. That heritage is something we’re proud of, and it continues to shape everything we do.

Very well done to all involved!

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