The International Cheese & Dairy Awards takes a trip down to the Allotment

January 28, 2020

The ICDA have appointed Sheffield design & marketing agency The Allotment to be its marketing consultancy following a recent pitch.

The Allotment took a good look at the historical marketing methods used by the ICDA and came up with a new strategy to improve the offering of the awards as well as producer, retailer and consumer engagement.

Nick Aldrich, Allotment MD stated, “We have started at the beginning with the ICDA and given them a brand new brand strategy that makes the awards and their mark more appealing to all audiences. It builds on the heritage and history of the 100 plus years of awards and portrays the significance of these awards in a clearer and more prominent manner. With this came the addition of further expansions to the award categories and segments which are really exciting and move the game on further in relation to its appeal to the international cheese & dairy market and the UK retail market.”

ICDA chairman Ian Luxton commented, “The appointment of the Allotment has given us a clear vision of what is possible over the next few years. These are very important and exciting times for the awards and we look forward to working with the Allotment team throughout these times and beyond”.

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