Perfect Italiano: So simple. It's perfect

Frederick Tong

Campaign details

Brand owner: Fonterra Brands Singapore
Agency: Tribal Worldwide Singapore
Brand: Perfect Italiano
Country: Singapore

Executive summary

This case study shows how Perfect Italiano cooking cheese, a little-known brand wedged into a small, unfamiliar and stagnant food category in Singapore, needed to drive reach and engagement in order to lift uptake and sales, and do so on a shoestring. Sales and penetration growth targets were comfortably exceeded, with near-record volume sales in the first three months following the campaign.

These difficulties were compounded by the fact that Singaporean mothers did not often cook at home, as well as cheese being an occasional novelty rather than a staple in the diets of Singaporeans and Asians in general.