Castello’s creatively crafted cheeses were well-known in Europe but largely unknown in the U.S., where they competed with 300+ other varieties. Our challenge: Make Castello cheeses stand out in an overcrowded category.
The Cheese Board Challenge. Capitalizing on the popularity of cheese boards for entertaining, we educated our target about specialty cheeses by serving up inspirational cheese-board-savoring moments.
Timed for an awards-show-season launch, the campaign featured beautiful cheese boards themed after Oscar-nominated films that fans could recreate at home for their viewing parties. We promoted them across multiple platforms with gorgeous photography, recipes, pairing ideas and entertaining tips.
Cheese-spiration continued with pairing ideas on Castello’s digital channels, a syndicated how-to article, Twitter party and satellite media tour. We educated bloggers about pairing cheese and wine in Napa Valley and invited consumers do the same by entering the #CheeseChallenge sweepstakes.
We also developed The Cheese Board Builder, a digital experience enabling users to create and socially share personalized cheese board combinations from millions of choices.
The campaign garnered 255 million impressions, with 8.3K trials at Oscar-themed house parties, 15K sweepstakes entries, 2K referrals, 292 satellite media tour airings and 30 million Twitter party impressions. Cheese Board Builder visits averaged more than four minutes long, crushing the industry average. During promotional period, Castello Havarti cheese sales and distribution each increased 5 percent. (Source: AC Nielsen).