01 November 2007

Bray Leino has been awarded one of the PR industry's highest accolades for the campaign that turned a humble Cheddar cheese into an international media sensation. The agency won the PR Week award for the best consumer marketing communications campaign of the year (annual fees less than £100,000) for its internet creation Cheddarvision.

The website www.cheddarvision.tv features nothing more than 24x7 webcam footage of a round of Cheddar cheese slowly maturing over the course of a year.

Dubbed by the media as one of the most boring things ever created, the website and its central character were created by Bray Leino for Westcountry Farmhouse Cheesemakers to drive sales and demonstrate that ‘real' Cheddar takes time to mature. To date the website has attracted more than 1.5million visitors and sales have increased by 25%.