Introducing the 'True Taste of Tassie' Campaign: Bringing Ashgrove Cheese to Melbourne

At Ashgrove Cheese, we’re proud to unveil our latest marketing initiative, the True Taste of Tassie campaign, in partnership with Swifty Media. This exciting four-month campaign launched October 2024, bringing our award-winning cheeses from the heart of Tasmania to Melbourne, Victoria, and beyond.

The campaign is focused on showcasing two of our finest ranges: the Farmhouse and Signature series, featuring our iconic, premium cheeses that embody the unique flavours of Tasmania. The timing couldn’t be better, with Melbourne’s Entertainer season in full swing—from Spring Racing Carnival to Christmas and New Year celebrations. We’ve strategically planned our media presence across BVOD, digital platforms, and out-of-home placements in high-traffic venues such as dining spots, gyms, and transit panels, ensuring that Ashgrove Cheese is top of mind when it matters most. This strategy is closely aligned with our stockist locations, including Coles and IGA.

Swifty Media, a Tasmanian-founded agency, has played a crucial role in identifying and targeting the Ashgrove Entertainer, a key consumer segment that loves hosting and enjoying top-quality, locally produced cheeses. Swifty’s deep knowledge of both media and Tasmanian heritage made the process seamless, helping us position Ashgrove Cheese as the go-to brand for premium entertaining.

Anne Bennett, our Marketing & Communications Manager at Ashgrove Cheese, reflects on the collaboration: “Nick and Kate at Swifty Media have been invaluable partners, making a complex task easy and exciting. We’re eager to see our efforts come to life in October.”

This campaign is more than just promotion—it’s about sharing the True Taste of Tassie with the world. With every bite, we offer a taste of our family-owned, paddock-to-plate tradition, showcasing decades of passion for quality and local pride.

Keep an eye out for Ashgrove Cheese in Melbourne this season, and remember, by choosing Ashgrove, you’re supporting a 100% Tasmanian-owned business.

Find our cheeses at Coles and IGA stores Australia-wide!

#TrueTasteOfTassie #TasmanianOwned #AshgroveEntertainer #FarmhouseCheese #SignatureCheese

Ashgrove Signature Cheese Range

Ashgrove Farmhouse Cheese Range