Radley Yeldar says: “RY Cheese Club centres around unusual, posh produce from fromageries around the world. It’s all about quality. And so was our idea. We doodled the cheesiest jokes we could think of on hundreds of cheap cheese singles. Then we added a line – ‘Want better quality cheese?’ – followed by event details.
“In the run-up to the event, we put this cheap cheesy campaign everywhere from desks to walls to screens. Cheese Club sales skyrocketed by 450 per cent.”