When consumers lack knowledge, retailers face an uphill battle to move products. Arla knew there was great demand for guidance in choosing and combining exotic cheeses. As these types of cheese also have a high price point, a regular trial campaign was not an option, which made the need for consumer guidance even bigger. Based on Arla’s consumer insights we developed the “Five cheese boards” concept.
The campaign was a 360 degree combined marketing campaign and category programme involving all touchpoints, both online and offline. The occasion-based campaign revolved around five different cheese selections, packaged in different cheese bags, where consumers could find inspiration for the perfect cheese board for any occasion.
The campaign was also activated through the mobile, SoMe and online channels of selected chains. Bilka and Føtex had materials produced in line with their individual brand guidelines. All touchpoints were activated, both digitally and in stores, which made it easy for consumers to choose, buy and serve premium cheeses without the personal guidance offered by the specialist cheese shop. Adpassion handled everything from concept development to final activation, execution and production.