Warrnambool Cheese and Butter (WCB) is promoting its Coon cheese brand with a new, large-scale marketing campaign.

The campaign will run across TV, print and digital media. It focuses on the heritage of the brand and its everyday use by Australians.

The campaign was launched at the start of this week with a television commercial portraying a mother and daughter passing on the tradition of Coon cheese toasties over several decades under the tagline “Comfort never grows old”.

The campaign, developed by advertising agency Havas Melbourne, is the first in nearly three years for Coon cheese after the brand was purchased from Lion Dairy and Drinks by WCB in 2015.

“For the past 81 years Coon cheese has been enjoyed by Australian families and is a staple of everyday life,” said WCB General Manager of Marketing, Ted Lawson.

“We hope the TVC reminds Australians of their childhood, growing up with Coon cheese and the pleasure and comfort of enjoying a cheese toastie with family. This is a tradition that we want to continue,” he said.

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