The Keira-Phil effect boosts Sussex Charmer cheese

Sussex Charmer is a cheese like no other, created by combining the recipes of a traditional mature Cheddar and an Italian-style hard cheese. It is the marriage of two very separate cheese production methods, each one ancient and prestigious in its own right.

If the name sounds familiar, that might because of the brand’s prominent feature in Waitrose’s stand-out Christmas advert for 2025, a four-minute romantic comedy starring Keira Knightley and Joe Wilkinson, as Phil.

Rob Bookham of Bookham Harrison Farms says he was both delighted and honoured for the premium product to feature so strongly in the prestigious production, with the short gaining acclaim as one of the most popular Christmas ads of all time. 

The cheese has certainly enjoyed a significant uplift in sales after its appearance in the delightful ‘meet-cute’ at a Waitrose cheese counter, reaping huge additional benefits from the Keira-Phil effect, notably in terms of the Sussex cheese’s elevation to a product that is now recognised nationally.

Cheese is known to unite people – especially around the Christmas season. And before it brought Keira and Phil together, it introduced the Harrison family to the Bookhams. Cheesemaking first joined the two families as they collaborated to make a vegetarian version of Italian-style hard cheese, and this led them to create the unique and very special Sussex Charmer.

A cheese that charms

Partially containing milk from the Harrisons’ welfare-assured, grass-fed cows, Sussex Charmer cheese is endowed with a sublime creaminess that renders it infinitely versatile, both as a melted ingredient and a table cheese. 

As with all of Bookham Harrison’s products, it is Vegetarian Society Approved. Over its 20-year history of production, Charmer has consistently won industry awards of high merit, earning it a reputation as an enduringly strong performer within the retail and food-service sector alike. 

These accolades include:
- Best New Dairy Product 2007 at Nantwich International Cheese Awards (the largest cheese awards in the world); 
- Best British Cheddar 2017 at the Quality Food Awards; 
- Best in Show for Food Service and Catering 2023 & 2024 at the International Cheese and Dairy Awards.

Health benefits

At a time when consumers are shying away from ultra-processed foods and looking for slower, more natural options, Sussex Charmer is an obvious win. It offers a natural yet unique cheese that is carefully created by a family-owned business on the Sussex-Surrey border and matured for 15 months.

What’s more, the growing demand for protein has widely benefitted premium dairy products – and Sussex Charmer is no different. The cheese is naturally high in protein, which is a key consideration for increasing numbers of shoppers today. 

How to sell Sussex Charmer

To take advantage of the increased recognition and demand for Sussex Charmer, the team at Bookham Harrison Farms is looking for new retailers and restaurants to share in its success. 

“We are proud of the relationships we have built with all our customers to date, but we look forward to working with many more over the coming months,” says Rob. “We predominantly supply the retail sector via wholesalers. However, if you wish to sell Sussex Charmer and your wholesaler does not stock it yet, you are able to buy it from the trade section of our company’s website.”

At Bookham Harrison Farms, the team prides itself on its outstanding products and customer service, which is rated 4.8 stars over 900 reviews.

Whether you are a wholesaler, shop or restaurant, ordering is simple and done through the trade section of the website, bookhamharrison.co.uk/trade. Or the friendly team is always happy to speak with you on the phone on 01403 339 150. 

“Alongside you, they will help you take advantage of the Keira-Phil effect generated by that magical Christmas ad, which can soon translate into extra sales for us all during these highly volatile times,” Rob says.

Sussex Charmer could be the ‘perfect gift’ for your customers.

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