Get RealSupermarket dairy case cheese has evolved into a commodity category. How can Sargento differentiate and elevate itself in a business largely defined today by price and private label? Can Sargento create a new conversation and change the paradigm of what consumer’s believe the supermarket cheese experience and products can offer?
Get PersonalThe pathway to renewed relevance for Sargento is through aligning the brand more closely with the interests and passions of an important Super Target segment called Food Adventurers. These food and flavor lovers receive emotional benefits from cooking -- and want to share their experiences with others who also enjoy seeing their handiwork on the plate at dinnertime.
So Sargento created Artisan Blends a unique idea in packaged cheese that unites artisan producers with their own premium cheeses.
Get FocusedMining the brand’s Circle of Influence: Food Adventurers listen to the opinions of professionals who inhabit restaurant kitchens. They also pay attention to those who understand and honor the art of cheese making. And most of all they respect the views of other consumers and food writers who share their devotion to culinary outcomes. Inevitably they will be first to try to new cheese ideas -- and those most likely to share their discovery with others.
Get HumanThe Strategic Mission: Establishing Sargento as a thought leader around the growing consumer fascination with Artisan cheeses. And create a forum to learn about and experience Artisan Blends while also enabling food media and consumers to share their thoughts and ideas.
Get HeardArtisancheesecenter.com is a subject matter relevant Web platform designed to grow over time as a hub of experiences and inspiration for cheese lovers. It is a VLOG (video blog) and the beginning of a new and engaging communications path for the brand. Why video? Because of the compelling communications power when words, pictures and “live” demonstration are combined.
Recipes come to life. The experiences of artisan cheese-makers are made more vivid. The personalities of chef experts shine through.
The agency produces an ongoing array of videos and narrative posts about artisan cheese making and Sargento product recipe ideas.
- Outside experts are enlisted to add cachet and help drive visits.
- Dialogue is encouraged.
- The site is promoted routinely through other mainstream media outlets as well as food blogs and forums, and is linked to Sargento.com.
ACC.com is national, available 24/7 and has infinite shelf life. Videos can be re-purposed for YouTube and other video sharing sites. The messaging feels authentic and educational. The end game: radically differentiate Sargento and cause consumers to reconsider what the supermarket dairy cheese experience is all about. Meanwhile the brand works diligently to create new products that elevate the cheese experience and bring new flavors and possibilities to family meals. In a down economy, Sargento share numbers are up in a competitive environment against one of the biggest packaged foods companies in the world – Kraft.
SEE THE RESULTS click to enlarge
