Give the Taste of California’

Recognizing the holiday season as an opportune time to promote the entertaining value of cheese, Ignite2X teamed up with its client, California Milk Advisory Board (CMAB) and its customer, Pennsylvania specialty food retailer Di Bruno Brothers, to activate a point-of-purchase campaign to drive awareness for/purchase of California specialty cheeses made with Real California Milk. Focused on December holiday gatherings, the event capitalized on a ‘Cheeseboards for the Holidays’ theme. Call-to-action, in-store signage containing enticing images of cheeseboards met consumers at store entry through the point-of-purchase. This was overlayed with educational support and store level sales contest incentives to ensure Di Bruno Brothers’ staff engaged shoppers in a more personalized California cheese shopping experience. Collectively, the campaign not only elevated sales, but opportunities for stronger conversations and more growth opportunities with retailers to support cheese made with Real California Milk.