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FDS Field Marketing’s brand experience division The Gallery teamed up with the Edinburgh-based agency Multiply over the summer to enable more than 250,000 people to taste McLelland’s Seriously Strong Cheddar. The Sign Up for Serious Flavour campaign staged 70 events outside supermarkets across the UK. The experience lobbied consumers entering stores to join a flavour revolution, banishing “weak and feeble flavours that do nothing for your tastebuds”. Brand ambassadors wearing election campaign-style rosettes issued money-off purchase coupons and instant win scratch cards while capturing data for use in future brand activity.