Holey Cheese - Integrated Marketing

Jarlsberg
Challenge: In a deeply saturated cheese market, Jarlsberg, a classic brand, was struggling to capture the attention of modern cheese lovers. The challenge was to elevate Jarlsberg from a familiar name to a top-of-mind choice, earning a spot in the shopping carts of a discerning audience.
Insight: For true cheese lovers, loyalty isn't about devotion to a single cheese, but about curating their personal collection. We discovered that the key to winning their hearts wasn't to replace their current favorite, but to become an essential part of their cheese rotation.
Solution: We launched the 'Holey Cheese' campaign, a disruptive and memorable platform designed to celebrate Jarlsberg's unique character. By highlighting its signature sweet and nutty taste, we positioned Jarlsberg as the versatile, crowd-pleasing cheese perfect for any occasion. The campaign was crafted to be as distinctive and unforgettable as the cheese itself.
Results: Launched in October, the 'Holey Cheese' campaign delivered immediate and significant impact, successfully reconnecting Jarlsberg with cheese lovers across the nation. Brand Awareness: A remarkable +8-point lift from pre- to post-campaign measurement. Total Impressions: Over 101.6 million impressions across all channels, with Meta delivering over 46,368,050.00. This campaign successfully proved that with the right insight and creative execution, even a classic brand can cut through the clutter and find a new home with today's consumers.