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.
That Blacksticks is a blue cheese which is orange.
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.
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).