Arla Foods has handed Leeds-based Finn a PR brief to raise awareness of its Anchor Cheddar brand.

The activity has been created to support the ‘Rich Anchor Cheddar, That’s The Good Stuff’ brand positioning and associated TV advertising creative which is running on screen throughout the summer. The campaign will include media relations and digital activation.

One of the star families of Channel 4 TV series Gogglebox, the Moffatt family, has also been picked as brand ambassadors, and will front a media relations campaign and appear in a Facebook app which will aim to find the UK’s ‘richest’ family.

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The Moffats were chosen on account of their “no-nonsense, banter-based relationship”.

Lucie Illingworth, senior brand manager at Anchor Cheddar, said: “Finn made a real impact after putting together an extremely creative and compelling pitch that demonstrated a clear understanding of our business and where we intend to take the Anchor Cheddar brand.

“The mix of PR, digital expertise and creativity at Finn made a huge impression on us and we are looking forward to working with the team on this significant project.”

Richard Rawlins, managing director and founder of Finn, said: “This was an exciting brief and given our extensive consumer experience and commercial approach, we threw all we had at coming up with a creative and high impact solution.

“The Anchor brand already has strong recognition amongst consumers but we’re confident with our creative vision and sense of commerciality, there is an opportunity for Finn to build on this.”