Building on the success of its recent ‘Take The Taste Test Challenge’ experiential activity, Dialogue141 has created an on-pack promotion for Arla Foods to encourage shoppers to try Castello Blue cheese.
The campaign targets people who already love speciality cheese as well as consumers who think they don’t like blue cheese by persuading them to ‘take the taste challenge’ and try Castello Blue. The ‘Take the taste challenge’ promotion features on 350,000 packs of Castello Blue, and is in store from 9 June. The promotion forms part of the overall campaign, to encourage shoppers to try the gourmet blue cheese and convert trialists into regular purchasers.
Dialogue141’s experiential activity gave consumers the opportunity to try the cheese in Tesco, Sainsbury’s and Asda stores nationwide. Hundreds of thousands of shoppers around the country tried Castello Blue and 78 per cent* of them gave it the thumbs-up when asked to vote on whether it had changed their view about blue cheese.
The on-pack promotion also invites consumers to try Castello Blue and change their view. If they’re not convinced by the deliciously mild and creamy taste, they’re entitled to their money back. A simple, but proven mechanic, which reinforces the campaign’s objectives of building penetration. 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. “We were also overwhelmed by the number of consumers who changed their view and subsequently bought Castello Blue after taking our experiential taste challenge in the spring. We’re looking forward to a similarly positive response from consumers who take the on-pack challenge.”
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