Real Cheese For Real People
Responsibilities: Market & Consumer Research // Brand Strategy Development // Concepting
Agency: Ogilvy & Mather // Chicago // July 2014
Every year, more and more brands begin to focus on digitally born strategies and creative executions as activation channels for engaging their consumer market. Sargento Cheese is no exception to that rule.
Sargento is a unique brand in the sense that it has four unique product offerings — slices, blocks, shreds, and tastings. Each of these individual cheese offerings are used by consumers in unique and innovative ways.
With Sargento's Master Brand Strategy 'Real Cheese People' launching in 2015, the need for cheese-offering specific augmentations to the master strategy were needed to make the individual cheese-offerings competitive and engaging to a range of consumers.