You know that your favorite Wisconsin cheese tastes good, but have you ever thought about what kind of personality its flavor is comparable to? The folks at the Wisconsin Milk Marketing Board (WMMB) can help you out with their new campaign launching in November that illustrates the unique personalities of Wisconsin Cheeses.
The first ad in the series introduces the personality of Cheddar with a headline reading: “Wisconsin Cheddar — a Prima Donna he is not.” The copy reads:
“Cheddar. He’s reliable, hardworking, and there with a truck when you need to move a couch. Cheddar likes his beer, his burgers, and his baked potatoes. But at the same time, he’s not opposed to a glass of merlot or zinfandel if the mood should strike. Just don’t expect to see him drinking it with his pinkie sticking out.”
The WMMB campaign, created by newly hired Shine Advertising of Madison, Wis., was inspired by consumer research that revealed the personal relationships that cheese lovers have with Wisconsin Cheese. The first in the series of ads debuts in the November issues of Better Homes and Gardens, Food & Wine, Gourmet, Midwest Living and Cooking Light magazines.
With each ad, another unique Wisconsin Cheese personality will be revealed. For Wisconsin Parmesan, it’s “Long Live the Renaissance Man.” For Wisconsin Swiss, “A Simple Man with Expensive Tastes.” And for Wisconsin Blue, the cheese who “Never Holds His Tongue.”
Additional Wisconsin Cheese advertising will come in the form of four lighthearted 30-second radio spots that reflect the “cheese personalities” of Wisconsin Cheddar, Blue, Parmesan and Swiss and will encourage listeners to eat only Wisconsin Cheese.
An online microsite, will supplement the overall advertising campaign by offering Wisconsin Cheese pairing suggestions for consumers’ preferred beverage choices.
3 Comments on “Wis. Cheeses Show Their Personalities”
What a unique campaign! I love the copy for Wisconsin Cheddar. Another cool dairy ad campaign has been rolled out in Idaho. Gold Medal winning cyclist Kristin Armstrong is sponsored by the United Dairymen of Idaho and is featured promoting chocolate milk as a refueling beverage for athletes on billboards, TV and online throughout the state. Check out the work at http://www.thechocolategold.com.
Nice work in Wisconsin, Shine Advertising!
What a unique campaign! I love the copy for Wisconsin Cheddar. Another cool dairy ad campaign has been rolled out in Idaho. Gold Medal winning cyclist Kristin Armstrong is sponsored by the United Dairymen of Idaho and is featured promoting chocolate milk as a refueling beverage for athletes on billboards, TV and online throughout the state. Check out the work at http://www.thechocolategold.com.
Nice work in Wisconsin, Shine Advertising!
What a unique campaign! I love the copy for Wisconsin Cheddar. Another cool dairy ad campaign has been rolled out in Idaho. Gold Medal winning cyclist Kristin Armstrong is sponsored by the United Dairymen of Idaho and is featured promoting chocolate milk as a refueling beverage for athletes on billboards, TV and online throughout the state. Check out the work at http://www.thechocolategold.com.
Nice work in Wisconsin, Shine Advertising!