TV

CONTENT

DIGITAL

THE THING WE NEEDED TO MAKE HAPPEN

To take an award win­ning artisan product from cheese counter to chiller cab­inet, turn­ing it into a fully-fledged con­sumer brand in a gen­er­ally com­mod­i­fied, unbranded category.

THE TRUTH WE CELEBRATED

That Black­sticks is a blue cheese which is orange.

THE MIND BOMB WE CREATED

Build­ing on this dis­tinct­ive product attrib­ute, we cre­ated a world for Black­sticks unlike any­thing in the mar­ket: very much a taste of the unex­pec­ted. And for the wan­nabe gour­mand and com­pet­it­ive din­ner party set, where cheese board standout is great short hand for show­ing you know your stuff, being able to offer a sur­pris­ing altern­at­ive to the bor­ing old stilton was very appealing.

THE EFFECT WE DELIVERED

Des­pite a lim­ited media budget, this cam­paign was instru­mental in cre­at­ing a  dis­tinct­ive, dif­fer­en­ti­at­ing thru-the-line iden­tity for Black­sticks, help­ing gen­er­ate  sig­ni­fic­ant new list­ings, and a like for like sales uplift of 20% (with half as much sold on deal as the competition).