Blaze a Cheese Trail to the Golden State

Ignte2X collaborated with its client, California Milk Advisory Board (CMAB) and its customer, Pennsylvania specialty food retailer Di Bruno Brothers, to activate an in-store point-of-purchase program designed to engage consumers to explore and purchase California made specialty cheeses. Resting on the foundational theme of ‘Blaze a Cheese Trail to the Golden State’ and leaning into a visual aesthetic consistent with the sophistication of Di Bruno Brothers, the program enticed shoppers with product-centric, call-to-action signage (sidewalk A-frames, count easels and stanchion signs) that met shoppers from the moment of their entering the store to the point of purchase. To make things fun and motivate them to promote the event with consumers, store level staff competed for ‘cheesemonger’ t-shirts and other theme-related swag.