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 fully integrated promotional 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 that leveraged both in-store and digital tactics. Call-to-action signage with enticing images of cheeseboards met consumers at store entry right through to the point-of-purchase. To help further engage consumers, store sales contests and staff educational support helped ensure Di Bruno Brothers’ staff were motivated and prepared to provide shoppers with a personalized California cheese shopping experience. On the digital front, DiBruno Brothers e-commerce website showcased banners and a shoppable Landing Page highlighting California cheeses, while a cascade of on-going social media posts highlighting cheeseboard related creative and message content acted to further drive awareness for the promotion. 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.