Dialogue141 has created an experiential taste challenge campaign for Arla Foods to encourage shoppers to try Castello Blue cheese.
It will target people who already love speciality cheese as well as consumers who think they do not like blue cheese by persuading them to try Castello Blue under the tagline ‘Change your view – try Castello Blue’.
The aim of the campaign is to raise awareness of the blue-veined gourmet cheese and to convert trialists into purchasers by demonstrating that Castello Blue is deliciously mild and creamy – not strong and overpowering like some blue cheeses.
Dialogue141 has produced Castello Blue-branded sampling stations for the campaign that will roll out across Tesco, Sainsbury’s and Asda stores nationwide.
Each Castello Blue sample will be served on a plain cracker on a small white plate from the Castello Blue-branded sampling stations.
After each consumer has tried the cheese, they will be asked to vote on how they feel about the product by placing their empty plate into the corresponding plastic tub.
They can vote in one of three ways:
• I didn't like blue but Castello changed my view
• I already like blue and I love Castello too
• I didn't change my view; I still don't like blue
Each sampling station will be manned by trained brand ambassadors in Castello Blue uniforms – navy blue T-shirts, fleeces and baseball caps all bearing Castello Blue branding and the slogan ‘Change your view, try Castello Blue’.
Dialogue141 has also developed trade incentives such as cheeseboard mousemats and Castello Blue recipe booklets to be given away to shoppers who sample the cheese.
To complement the in store activity and encourage further participation in the ‘Taste Challenge’ Dialogue141 has created a microsite (tastechallenge.castellocheese.co.uk), which includes additional recipes and details of store locations for the sampling activity. Dialogue141 has also developed an on-pack promotion based on the taste challenge concept offering consumers their money back if trying Castello Blue has not ‘changed their view’.
Nanette Cowley, brand manager at Arla Foods, said: “With two-thirds of the UK not eating blue cheese, we believe Castello has the power to change people’s perception due to its mild and creamy taste. We hope to educate consumers and show them that Castello Blue is not only for people with an acquired love of blue cheese.
Castello is enjoyed worldwide and we want more UK shoppers to experience the mild and creamy taste of Castello Blue for themselves.”
Sarah Green, director at Dialogue141, said: “The blue cheese category is polarising – many people associate it as being strong and overpowering. We tasted the cheese in the agency and were really surprised by how delicious it is – even blue cheese ‘rejectors’ were converted.
"So, we ran a Castello Blue taste challenge trial in the latter part of 2009 and were overwhelmed by the number of consumers who changed their view and subsequently went on to buy. We’re really looking forward to rolling out the Taste Challenge campaign and aim to sample Castello Blue to 500,000 people across the country.”
The Castello Blue Taste Challenge will run in two bursts, kicking off in Spring for two months with a second burst in Autumn.
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