Even with a name like Heluva Good Cheese, the brand was having trouble gaining a following. Like a lot of CPG categories, consumers were only loyal to the deal. A BOGO today. An instant coupon next week.
Heluva Good consumers were bouncing from one dairy aisle special to the next.
Beyond the savings, we knew what they were looking for. Flavor. Real, uncompromising flavor. Sure, they believed in moderation, but not when it came to their taste buds. We needed a full-flavored approach to raising Heluva Good brand affinity, making our consumers a shred more price elastic and that much more immune to competitive offers.
We called our approach “Beth,” Heluva Good’s unapologetic, slightly magical, go for broke, uninvited-but-always-welcome champion of cheese and ambassador of flavor. We introduced her to the world in a five-part digital brand content series.
"GARAGE SALE"
One person's trash is another person's treasure. But somebody else's sandwich? That's a gold mine.
"PICNIC"
The sun is shining. Birds are singing. And love is most definitely, probably, in the air.
"SLEEPWALKING"
Cheese, it's not just for breakfast, lunch, dinner or daytime snacks anymore.
"CAMPING"
The great outdoors are great and all, but some added creature comforts could go a long way.
"SWIMMING POOL"
You know what they say, "If you've got cheese, you've got a chance."
Art Direction - Katie Reuschle & Tom Nations
Director - Matt Pittroff
Production - Twist Studios
Post Production - 90° West
Copywriting - Zack Swyers & Terry Stewart
Creative Direction - Terry Stewart