It has been revealed that Matt Hancock has hired a London advertising agency to assist with the next phase of his brand-building exercise: the launch of his very own cheese brand, Matt Hancock’s Cheddar. Just when you thought Matt Hancock could not possibly get any cheesier.
It’s unclear whether UK consumers are ready for Matt Hancock to live in their refrigerators, but Hancock’s dairy line, which bears his name, is mature, tangy, and distinctly British.
With Hancock’s image and the tagline “Cheese for the people,” Matt hired the independent creative agency isobel to create the cheese brand.
When questioned about the branding strategy and creative execution, an isobel spokesperson stated that one of Hancock’s main objectives for launching the brand was to “normalize” and “make relatable” politicians. Everyone enjoys cheese, so why not develop a brand specifically for them?
A print, social media, and outdoor advertising campaign—all of which were developed by isobel—will support the cheese, which goes on sale nationwide on Saturday, April 1.
You’d be foolish not to give it a shot.