Cheese Bait – Marketing for farmers

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  • September 18, 2007
Patrick Altoft

Patrick Altoft

Director of Strategy

CheddarVision is one of the most imaginitive and well executed linkbait campaigns of 2007. Over the past 9 months more than 1.5 million people have tuned in to watch a lump of Cheddar cheese mature, live over the internet.


The cheese has been named Weginald and will be auctioned off later this year.

Achieving over 8,500 links, including a story today on the BBC website, this is a pretty amazing example of linkbait in a non tech focused industry.

More than 100,000 viewers logged on to the website in March this year as Wedginald passed its first quality check with flying colours and organisers expect a similar figure to log-on on Wednesday.

Westcountry Farmhouse Cheesemakers are behind the cheddarvision website.

Cheese taster Tom Calver, who is involved in the project said: “The continued interest in the cheese is incredible.

“We never thought for a moment that the website would become this popular.”

The website now ranks number 3 on for the term “cheddar cheese” and has probably sent thousands of visitors to the Westcountry Farmhouse Cheesemakers website thanks to some cleverly integrated menu links.

Notice also the social media links in the footer and sidebar of the website linking to facebook and other sites such as Digg & reddit. The Digg campaign hasn’t actually been implemented as well as it could have been as the button doesn’t link to an individual story but the awareness of social media was clearly present throughout the campaign.

Another good feature is the email subscription forms so that people can keep up to date with the cheese without using social media – perfect for any non internet savvy cheese fans.

Free of charge. Unsubscribe anytime.