Dialogue141 has created the second phase of the experiential taste challenge campaign for Arla Foods that encourages 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 promotion builds on the taste test initiative Dialogue141 produced for Castello in the spring, which sampled 213,997 consumers, of whom 11 per cent were ‘converted’ and went on to purchase Castello Blue.
The agency will roll out Castello Blue-branded sampling stations across Tesco and Sainsbury’s stores nationwide aiming for similar success.
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.
Castello Blue samples will be served from the Castello Blue-branded sampling stations.
Each consumer 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 bearing Castello Blue branding and the slogan ‘Change your view, try Castello Blue’.
The agency has also developed an on-pack promotion based on the taste challenge concept offering consumers 30p off their next Castello Blue purchase.
Kate Richards, senior brand manager at Arla Foods, said: “We’re delighted so many people took up the Castello Blue taste test challenge first time around, and we hope to change the view of as many people as possible with the second phase of the campaign.
"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 – something our first taste test trial proved in the spring. Castello is enjoyed worldwide and we want more UK shoppers to experience the taste of Castello Blue for themselves.”
Sarah Green, director at Dialogue141, said: “Many people associate blue cheese as being strong and overpowering, but the first phase of our taste test campaign was a huge success, converting 9 out of 10 shoppers to Castello Blue.
"Now we want to help Arla change the view of even more people – even blue cheese ‘rejectors’. We aim to sample Castello Blue to 500,000 people across the country, and we’re sure everyone who tries Castello Blue will be surprised by how delicious it is.”
The second phase of the Castello Blue Taste Challenge will run from 27 October to 14 November.
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