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Milk Development Council

Task

Raise the profile of blended cheese and educate consumers about the emerging category.


Approach

To differentiate in-store we created a new category name backed by research called More Than Just Cheese. To appeal to target audience of 25+ women we took cheese onto the catwalk as a reflection of the category’s unrivalled variety, colour and taste. Spearheaded by a celebrity design expert, we ran media tastings linked with London Fashion Week and developed product and recipe photography that was complementary to the media fashion agenda.


Impact

The campaign reached two out of three 25-60 year old women and the sector outperformed the market with growth of 15% year on year with PR as its only marketing support.