Rebranding: Can cheese be an adventure?
Roth Cheese creates award winning cheeses but the problem was they were a house of brands. Our charge was to recreate the brand architecture to a branded house.
We began by integrated the package design into one coherent look which helped create a unified brand at the deli counter.
We then found the brand story, which existed in the product itself. Roth's elevated taste profiles suggested a brand that appealed to adventurous foodies. People who are always searching for the next thing to excite their palate. An Explorer story was hatched. The campaign raised distribution by 24%.
A brand film helped define the vibe of the brand. Entirely differentiated from any other cheese brand.
The website leaned into the food adventure story with recipes and content.
We created a brand experience with an interesting food truck that gave out free samples and got tons of social media buzz.