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Chesdale is a New Zealand brand of processed cheese. It is well known for its animated television advertising, with a jingle sung by two cartoon characters, Ches and Dale, wearing gumboots and black singlets.

Chesdale is produced by Fonterra and distributed widely in New Zealand supermarkets. The brand has been distributed internationally with varieties such as Chocolate Cheese being produced from 2005 for the Asian market, where Chesdale is worth $25 million per annum.^[1]^[2]

Television advertisement

The advertisement was created by art director Don Couldrey and copywriter Robert Merlyn Jenkins in 1969. It is considered an example of Kiwiana, and has been semi-seriously proffered as an icon of New Zealand culture.^[3]^[4]

References

^ "Fonterra takes big bite of Asian cheese market". The New Zealand Herald. Retrieved 26 May 2015.
^ "Fonterra - An error occurred finding your page". fonterra.com. Archived from the original on 10 May 2012. Retrieved 26 May 2015.
^ From Zero to 360 degrees: Cultural Ownership in a Post-European Age Archived October 18, 2008, at the Wayback Machine - Mane-Wheoki, Jonathan; University of Canterbury, International Council of Museums, Council for Education and Cultural Action Conference, New Zealand, via the Christchurch Art Gallery website. Accessed 2009-10-27.
^ Parliamentary Library archives have the transcript of a speech Mike Moore while he was Minister of Overseas Trade and Marketing, entitled 'Towards a New Zealand Identity' and delivered at the opening of Air Force Recording Studio, Auckland, August 1988; in which he said "I am reminded of a New Zealand Minister and a group of New Zealand Dairy Board delegates at a function in Ireland, after which the Irish sang their songs. When New Zealand's turn came, they looked embarrassed, sang a disjointed and inaccurate 'Pokarekare Ana', and then, inspired by a creative Dairy Board member, got up and sang the jingle 'We are the boys from down on the farm, we really know our cheese.'" - cited at Chesdale Cheese on folksong.org.nz website, viewed 2013-08-27

External links

Chesdale official site

[1] "Fonterra takes big bite of Asian cheese market". The New Zealand Herald. Retrieved 26 May 2015.

[2] "Fonterra - An error occurred finding your page". fonterra.com. Archived from the original on 10 May 2012. Retrieved 26 May 2015.

[ZERO360-3] From Zero to 360 degrees: Cultural Ownership in a Post-European Age Archived October 18, 2008, at the Wayback Machine - Mane-Wheoki, Jonathan; University of Canterbury, International Council of Museums, Council for Education and Cultural Action Conference, New Zealand, via the Christchurch Art Gallery website. Accessed 2009-10-27.

[4] Parliamentary Library archives have the transcript of a speech Mike Moore while he was Minister of Overseas Trade and Marketing, entitled 'Towards a New Zealand Identity' and delivered at the opening of Air Force Recording Studio, Auckland, August 1988; in which he said "I am reminded of a New Zealand Minister and a group of New Zealand Dairy Board delegates at a function in Ireland, after which the Irish sang their songs. When New Zealand's turn came, they looked embarrassed, sang a disjointed and inaccurate 'Pokarekare Ana', and then, inspired by a creative Dairy Board member, got up and sang the jingle 'We are the boys from down on the farm, we really know our cheese.'" - cited at Chesdale Cheese on folksong.org.nz website, viewed 2013-08-27

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+{{Short description|New Zealand brand of processed cheese}}
-{{Tone|date=December 2007}}
-'''Chesdale''' is a processed cheese product made for the mass market in [[New Zealand]]. It is chiefly known for its animated television advertising with the jingle sung by two cartoon characters Ches and Dale wearing [[gumboot]]s and black singlets.
+'''Chesdale''' is a [[New Zealand]] brand of processed cheese. It is well known for its animated television advertising, with a jingle sung by two cartoon characters, Ches and Dale, wearing [[gumboots]] and black singlets.
 Chesdale is produced by [[Fonterra]] and distributed widely in New Zealand [[supermarkets]]. The brand has been distributed internationally with varieties such as Chocolate Cheese being produced from 2005 for the Asian market, where Chesdale is worth $25 million [[per annum]].<ref>{{cite web|url=http://www.nzherald.co.nz/taiwan/news/article.cfm?l_id=101&objectid=10360527|title=Fonterra takes big bite of Asian cheese market|work=The New Zealand Herald|accessdate=26 May 2015}}</ref><ref>{{cite web|url=http://www.fonterra.com/wps/wcm/connect/fonterracom/fonterra.com/our+business/innovation+and+technology/products/chesdale+chocolate+cheese+slices|title=Fonterra - An error occurred finding your page.|work=fonterra.com|accessdate=26 May 2015|archive-url=https://web.archive.org/web/20120510005006/http://www.fonterra.com/wps/wcm/connect/fonterracom/fonterra.com/our+business/innovation+and+technology/products/chesdale+chocolate+cheese+slices|archive-date=10 May 2012|url-status=dead}}</ref>
@@ Line 6: / Line 6: @@
 == Television advertisement==
-The advertisement was created by art director Don Couldrey and copywriter Robert Merlyn Jenkins in 1969.{{Citation needed|date=June 2010}} The jingle was learned off by heart and sung in a variety of ingeniously distorted fashions by generations of New Zealand children. It is considered a major [[Kiwiana]] element, and has sometimes been semi-seriously proffered as an icon of New Zealand culture.<ref name="ZERO360">''[http://www.christchurchartgallery.org.nz/icomceca2000/papers/Jonathan_Mane-Wheoki.pdf From Zero to 360 degrees: Cultural Ownership in a Post-European Age] {{webarchive |url=https://web.archive.org/web/20081018113815/http://www.christchurchartgallery.org.nz/icomceca2000/papers/Jonathan_Mane-Wheoki.pdf |date=October 18, 2008 }}'' - Mane-Wheoki, Jonathan; [[University of Canterbury]], [[International Council of Museums]], Council for Education and Cultural Action Conference, New Zealand, via the [[Christchurch Art Gallery]] website. Accessed 2009-10-27.</ref><ref>Parliamentary Library archives have the transcript of a speech [[Mike Moore (New Zealand politician)|Mike Moore]] while he was Minister of Overseas Trade and Marketing, entitled 'Towards a New Zealand Identity' and delivered at the opening of Air Force Recording Studio, Auckland, August 1988; in which he said "I am reminded of a New Zealand Minister and a group of [[New Zealand Dairy Board]] delegates at a function in Ireland, after which the Irish sang their songs. When New Zealand's turn came, they looked embarrassed, sang a disjointed and inaccurate '[[Pokarekare Ana]]', and then, inspired by a creative Dairy Board member, got up and sang the jingle 'We are the boys from down on the farm, we really know our cheese.'" - cited at [http://folksong.org.nz/chesdale/ Chesdale Cheese] on folksong.org.nz website, viewed 2013-08-27</ref>
+The advertisement was created by art director Don Couldrey and copywriter Robert Merlyn Jenkins in 1969. It is considered an example of [[Kiwiana]], and has been semi-seriously proffered as an icon of New Zealand culture.<ref name="ZERO360">''[http://www.christchurchartgallery.org.nz/icomceca2000/papers/Jonathan_Mane-Wheoki.pdf From Zero to 360 degrees: Cultural Ownership in a Post-European Age] {{webarchive |url=https://web.archive.org/web/20081018113815/http://www.christchurchartgallery.org.nz/icomceca2000/papers/Jonathan_Mane-Wheoki.pdf |date=October 18, 2008 }}'' - Mane-Wheoki, Jonathan; [[University of Canterbury]], [[International Council of Museums]], Council for Education and Cultural Action Conference, New Zealand, via the [[Christchurch Art Gallery]] website. Accessed 2009-10-27.</ref><ref>Parliamentary Library archives have the transcript of a speech [[Mike Moore (New Zealand politician)|Mike Moore]] while he was Minister of Overseas Trade and Marketing, entitled 'Towards a New Zealand Identity' and delivered at the opening of Air Force Recording Studio, Auckland, August 1988; in which he said "I am reminded of a New Zealand Minister and a group of [[New Zealand Dairy Board]] delegates at a function in Ireland, after which the Irish sang their songs. When New Zealand's turn came, they looked embarrassed, sang a disjointed and inaccurate '[[Pokarekare Ana]]', and then, inspired by a creative Dairy Board member, got up and sang the jingle 'We are the boys from down on the farm, we really know our cheese.'" - cited at [http://folksong.org.nz/chesdale/ Chesdale Cheese] on folksong.org.nz website, viewed 2013-08-27</ref>
-The original packaging of the cheese was very distinctive. The gold-coloured, aluminium foil-wrapped, triangular segments were packed in a  disc-shaped box about 20 mm deep × 120 mm diameter. The cheese therefore remained moist and hygienic. It was widely used in school lunches from the 1960s until the early 1980s in New Zealand. Various flavours were developed such as cheese and onion and smoky bacon.
-The original words to the jingle are as follows:
-<blockquote>
-We are the blokes from down on the farm,<br>
-We really know our cheese.<br>
-There's much better value in Chesdale,<br>
-It never fails to please.<br>
-Chesdale slices thinly, never crumbles, there's no waste,<br>
-And boy it's got a mighty taste.<br>
-Chesdale cheese.<br>
-It's finest cheddar. Made better.
-</blockquote>{{Cite quote|date=May 2015}}
-Ches and Dale and their advertising jingle have become Kiwiana: likely to induce fond memories of childhood in [[Kiwi (people)|Kiwis]] of the right age group.{{Citation needed|date=May 2015}} They also came back with Ches Junior: this brand of cheese, or a derivative thereof, is still produced and sold in individually wrapped, pre-sliced portions. This (combined with its highly processed nature) has given it the popular slang name of "[[processed cheese|plastic cheese]]" or (more formally) "[[processed cheese]]".{{Citation needed|date=May 2015}}
-A mascot of this venture called "Mr. Slicy" has been a huge hit in the Middle East.{{Citation needed|date=May 2015}}
 ==References==
@@ Line 32: / Line 14: @@
 *[http://goodmanfielder.com/portfolio/chesdale/ Chesdale official site]
+{{Portalbar|Food|New Zealand}}
 {{Processed cheese}}
 {{New Zealand cheeses}}