The cheese trade association for Reblochon de Savoie, the first French cheese to be granted the Appellation d'Origine Protégée (protected geographical indication) status, has launched its first ever PR campaign in the UK.
The campaign aims to increase awareness of the cheese, the region and its creators through media relations, press trips and TV and radio promotions.
Reblochon was the first French cheese to be granted the AOP status in 1958. It is a mild and creamy semi-hard cow's milk cheese made using unpasteurised milk from select breeds of cows.
The cheese comes into its own in the summer months when it's made from sweet summer milk, resulting from the cows grazing on fresh, new grass.
Lucile Marton, managing director of Syndicat Interprofessionel du Reblochon, said: "We are looking forward to our first marketing foray into the UK and to raising awareness of the provenance and quality of Reblochon de Savoie.
"We hope that the media and consumers alike will be pleasantly surprised by the versatility of this cheese and the truly creative ways it can be used in cooking."