President Cheese

Platform agnostic advertising

THE CHALLENGE

“I’ve never heard of Président”

In a crowded dairy market, our challenge was to create top of mind awareness for France’s number 1 cheese. To achieve this we had to educate consumers on the benefits of choosing this premium brand over their regular cheddar and cheaper private labels.

what we did

Concept first, channel second

It all started with the idea. We created a new brand platform which made Président cheese “The centrepiece for every occasion.”

Our concept encouraged consumers to consider Président cheese as a delicious, indulgent treat that can be enjoyed both on special occasions and in everyday situations. It was our goal to make  Président cheese more accessible to the everyday Australian.

Building upon this platform-agnostic concept, we implemented a successful digital-led strategy that spanned multiple consumer touch points including: web, print, blogs, social, online video, in-store and digital advertising.

The impact

2,108,207 reached from 1 post

Our top performing Creme de Brie Facebook post

14 owned and managed platforms

Across web, social & online video

800 content pieces

Created in-house in 2 years

39 recipes

Newly developed for the brand

65 videos

Produced in 1 year

With a defined concept and effective process, we proved ourselves to be fast and efficient, producing exceptional creative to strict time and budget constraints.

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