Bringing A California Experience to the East Coast
Designed to engage consumers to explore and purchase specialty cheese made with Real California Milk, we collaborated with our client, California Milk Advisory Board (CMAB) and Pennsylvania specialty food retailer, Di Bruno Brothers, to activate a fully integrated campaign to attract shoppers across the in-store and digital landscapes.
With a fundamental institutional understanding of CMAB’s core messaging, we assessed Di Bruno Brothers creative positioning in order to develop a relevant promotional platform — Blaze a Cheese Trail to the Golden State.
Promotional in-store signage met shoppers from the moment of entering the store, to the point of purchase, including fun t-shirts. On the digital front, social media posts, digital banners, rebate offers and a shoppable landing page was used to drive event awareness and generate sales.
Recognizing the holiday season as an opportune time to promote the entertaining season via California crafted cheese, we developed an additional thematic platform with a seasonal twist.
Focused on December holiday gatherings, the event leveraged both in-store and digital tactics.
Collectively, these campaigns elevated sales, deepened retailer relationships, created product plus-outs and new distribution opportunities.