How do you move a string cheese brand from the monotony of many to the snack brand of choice among tweens?

By showing up in unexpected ways in their online gaming worlds and social channels.

Frigo
We Are All Cheese Heads

Getting Cheese Heads in the game.

We entered tween online hangouts, leveraging earned, paid, owned and shared media channels to reach them. We identified the gaming and social spaces tweens love as the perfect environments for us to opportunistically insert the brand. Then we showed up in-game through surprising ways partnerships, showing our Cheese Heads as the instigators of fun and supporters of creativity, empowerment and advocacy.

Big impact

The fully integrated campaign made a big impact by generating 1.2 billion earned media impressions, building aided awareness to 73% and inspiring 81% of tweens to ask for Cheese Heads by name.

1.2 billion earned media impressions.