Parma Violets has always been one of those products people have an opinion about. So when the opportunity came to work with The Cheshire Cheese Company, we decided not to play it safe.
With a PR budget of around £5,000, the challenge was simple: create something unexpected enough to make people stop, smile and talk.
The answer was Parma Violets cheese. A deliberately surprising collaboration that brought together two completely different products and turned them into something people simply had to try.
It wasn't about a huge media spend. It was about creating an idea strong enough to generate its own attention.
Love it or hate it, we put it in cheese. And everybody talked about it.
Exactly the point.
The story travelled far beyond the original launch. The cheese generated widespread press attention and made the evening news, with consumers being invited to taste it outside the BBC.
The original sales expectation was around 200 units. Instead, approximately 8,000 were sold.
A small PR idea had created a very big conversation.