Castello cheese is set to kick off its first partnership campaign with a Sunday Times Wine Club deal which will offer members a booklet from the brand on cheese and wine pairings with every wine delivery.
The speciality cheese brand, owned by Arla Foods, appointed Mediator to create the multiplatform campaign, which will see Castello also partner with book publisher Penguin and wine producer Rosemount.
Jo Coughlin, account director at Mediator, said: “Our calendar of promotional activity has built a multi-faceted partnership campaign for Castello, with presence across a wide range of consumer touchpoints which will ultimately deliver against the brand’s primary objective of driving purchase.”
The partnership with Penguin will include book stickers and end pages on titles promoted through a Facebook club and the brand will offer readers the chance to win a trip to Denmark. Activity with Rosemount will include sampling at a range of summer food events.