Cello® Launches “Cheese Confidently” Campaign to Address Cheese Aisle Intimidation
The New Humorous Brand Campaign Helps Cheese Lovers Better Navigate the Complexities of Specialty Cheeses
FAIRFIELD, NEW JERSEY, September 29, 2020 – The modern specialty cheese case can be an intimidating place, filled with myths of ancient cheese caves, fancy flavor descriptions, new-age bovine diets… the list goes on. In its latest major brand effort for Cello, Schuman Cheese is serving up a different message: delicious cheese isn’t hard to find, if you know what to look for.
Created in partnership with agency Partners + Napier, the campaign tackles the biggest intimidation factors in selecting specialty cheese, including how to choose the right cheese and how to build the best cheese board.
“There are a lot of people who love specialty cheese but don’t consider themselves experts, and crave guidance from brands so they can better navigate the category,” said Mike Currie, Director of Marketing at Schuman Cheese. “We want people to know that they don’t have to be a cheese connoisseur in order to enjoy premium cheese confidently. All they have to do is look for our distinctive black label.”
The “Cheese Confidently” campaign launched in September and will continue to run in the NYC metro market and along the East Coast at key retailers. The campaign includes programmatic online video, social media, digital couponing and DFSIs, SEM, point-of-sale, and a partnership with Instacart as a Featured Product.
The campaign will also be supported by Cello’s very own Chatbot, which will be launching the beginning of October. Driven by Facebook Messenger, users will receive immediate answers to product questions, recommendations based on preferences, recipe ideas, and food and drink pairings. The Chatbot will also include a feature that directs user to their local retailer for purchase.
For more information, visit Cellocheese.com.
To view the final spots, please see: