The 'Cheddar Sandwich Needs You' tour has been conceived by the brand and creative agency Why Not in a bid to save the classic cheese sandwich.
The team on the branded bus will be equipped with loud speakers and campaign flags asking consumers to #getonboard and pledge to help save the cheese sandwich. Hundreds of thousands of Anchor Cheddar cheese sandwiches will be handed out as part of the activity.
The tour launched today (5 February) in Plymouth and will continue to travel around the UK until the end of May.
Louise Thornton, brand manager at Anchor Cheddar, said: "The cheese sandwich has declined in popularity over the last few years and we are on a mission to bring it back.
"The Cheese Sandwich Needs You tour gives us the opportunity to not only sample hundreds of thousands of people across the UK, increasing awareness of the great taste of Anchor Cheddar, but also gives us a talking point which the whole nation can get behind."
The tour is supported with an on-pack promotion, launching at the end of March and running for four weeks on Anchor Mature Cheddar products across major supermarkets. It will offer consumers the chance to claim a free Anchor Cheddar sandwich tin.
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