Turning the Grate Cheese Robbery into a PR Goldmine

It’s not every day a lorryload of “posh cheese” makes international headlines, spurs Jamie Oliver into sleuth mode, and receives offers of help from cheese lovers the world over. Neal’s Yard Dairy may have lost £300,000 worth of cheddar this week, but they’ve gained something money can rarely buy: global press coverage (from The New York Times to The South China Morning Post) , a public outpouring of support, and a rare A-list endorsement in the run-up to Christmas.

In PR, we call this a pivot with panache. For Neal’s Yard, this “crime” has elevated British cheese to cult status, while suppliers have been paid and the press keeps rolling. A reminder that sometimes, the biggest winners are those who turn a bad taste into a brilliant brand moment.

Now, who’s cutting the cheese? 🧀

*I know. But I couldn't help it.