A regional daily has launched a campaign to promote what it believes is the “world’s best brand”.

Sheffield daily The Star wants to highlight the ‘Made in Sheffield’ brand, found on products manufactured in the city.

A new series of articles run to accompany the campaign will highlight some of the 380 holders of the ‘Made in Sheffield’ licence.

It is being led by Star business editor David Walsh, who believes the brand is “globally renowned as a hallmark of business brilliance”.

Star business editor David Walsh, right, with Made in Sheffield chairman Charles Turner

In a piece launching the campaign, he wrote: “On a planet flooded with cheap imitations it is a promise of quality, excellence and innovation. And if it boosts the city’s profile, reminds us how good we are and inspires our young people, so much the better.

“‘Made in Sheffield’ manufacturers are a modest breed who rarely shout about their successes – that’s my job. It is my privilege to be invited into companies who maintain such exacting standards and then tell their story.”

Charles Turner, chairman of the ‘Made in Sheffield’ organisation, added: “The ‘Made in Sheffield’ mark is all about promoting the city’s products – internationally, nationally and locally.

“The emphasis on ‘local’ is important because local people are the brains, skills and backbone of the world beating companies that use it.

“So we are delighted to work with the The Star to continue to raise awareness of how important these companies are.”