Premium cheese brand Jarlsberg® has announced a year-long partnership with the West End production of The Devil Wears Prada – The Musical, currently playing at the Dominion Theatre.
Following a record-breaking first year, The Devil Wears Prada has become the fastest-selling show in the Dominion’s history and will now extend its run until 26 September 2026.
This unique collaboration brings together two iconic brands – the world-famous cheese known for its sweet, nutty flavour and signature holes, and the stylish stage adaptation of the global phenomenon.
Jarlsberg® is even namechecked in the musical, when Nate, Andy’s boyfriend, makes a toastie and says the now-famous line, “There’s eight bucks of Jarlsberg® in there.”
Audiences will be able to sample Jarlsberg® at selected performances and events throughout the year, with the brand also collaborating with cast members including Vanessa Williams, who stars as Miranda Priestly.
Evelyne Wilkinson, Brand Director for Jarlsberg®, said:
“With anticipation and excitement already building for the upcoming The Devil Wears Prada film next year, this collaboration comes at the perfect time. It’s a fun and meaningful way to bring our cheese to new audiences while celebrating an iconic piece of popular culture.
“With shoppers looking for premium and versatile cheeses that can elevate everyday meals, we expect this collaboration to spark increased interest and awareness in the brand across the nation. The visibility Jarlsberg® will gain from this sponsorship across theatre audiences, media coverage and digital campaigns will drive consumer awareness and purchase intent at shelf.”
Jamie Wilson and Kevin McCollum, producers of The Devil Wears Prada – The Musical, added:
“Just like high fashion, Jarlsberg® has always been in vogue. With an iconic namecheck in the show, Jarlsberg® is the perfect match for The Devil Wears Prada – The Musical. We’re thrilled to partner with a brand that shares the show’s flair for timeless and irresistible taste.”
Listings and ticket information can be found here.
