Blaze a Cheese Trail to the Golden State

Designed to engage consumers to explore and purchase more California made specialty cheeses, Ignte2X collaborated with its client, California Milk Advisory Board (CMAB) and its customer Pennsylvania specialty food retailer Di Bruno Brothers to activate a fully integrated in-store/digital campaign for attracting shoppers across the in-store and digital landscapes. 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 to enjoy a California cheese experience. For in-store, product-centric call-to-action signage featuring the ‘Blaze’ theme met shoppers at every turn, from the moment of entering the store to the point of purchase. On the digital front, a cascade of social media posts, replete with hero creative, was used to drive event awareness and acquaint shoppers with a trail of California made cheeses. To attract online shoppers, slide-in digital banners, rebate offers, and a ‘California Cheese’ shoppable landing page were populated across the Di Bruno Brothers’ ecommerce site. Finally, to motivate them to promote the event with consumers, store level staff competed for ‘cheesemonger’ t-shirts and other swag to make things fun. We ask, what’s not to like about cheese, and what’s not to like about the +50% sales lift this campaign delivered?