Roth Cheese wanted to do what every brand hopes to do: engage a millennial audience. We hoped to find an emotional position that not only ignited millennials, but worked for a more universal need. Enter the Explorer archetype. Since Roth Cheeses have a higher taste profile, they appeal to people who have a more adventurous palette and that gave us an emotional platform that was both engaging and differentiating from the world of boring cheese advertising.
The first step was to unify the packaging to create a branded house rather than a house of brands. Then we created a brand video to get both the US and Swiss clients on the same page (there was more than a language barrier).
Then we created a brand video to get both the US and Swiss clients on the same page (there was more than a language barrier).
We created a website based on adventurous culinary experiences.
Created experiential opportunities, like this food truck.
Made digital content like this promotion called, "The Art of Leftovering" which helped people figure out what to do with what they had in the fridge after Thanksgiving.
And helped Roth launch a new cheese shred product with this television spot.