years working with the
International Cheese Awards


increase in competitive entries since the rebrand in 2009


Roses Advertising Award
for ICA Trade Ad

International Cheese Awards

Brand, Print & Exhibition

The Problem - Members of the ewe team have worked with the ICAs for the last 25 years, this includes all marketing, PR and advertising as well as sales, sponsorship and exhibition management. There was a real drive from within the committee to grow the awards to become the world’s largest Cheese Show with international attendance and recognition.

Our Plan - To rebrand the show and reposition it as international rather than regional. The brand needed to reflect this proposition and have standout.

The Results - Since the rebrand in 2009 from the Nantwich Show to the International Cheese Awards the show has grown to be the leading and largest cheese and dairy show in the World.
There has been a 50% increase in competitive entries, the size of the marquee has doubled to accommodate the demand for trade stands and the show has attracted media coverage across the World. The rebrand has also given the show more credibility with many of the UK’s leading retailers who either sponsor the awards or display the awards logo on their products, this in turn has increased awareness and reputation.

Over the last 25 years the show has grown to be the largest cheese and dairy show in the World.