Good Things Take Time
Agency: Clemenger BBDO Advertiser: Mainland Awards: Sustained Success (Gold/Grand Effie)
Marketing Challenge
In the 1980's, generic cheese advertising focused on increasing consumption through promoting big blocks. Shoppers were encouraged to buy a 1kg block for the family that could be used in many ways. The big block market was rapidly becoming a household item and would become increasingly price driven over the next decade with the introduction of budget brands. Mainland recognised the future was in creating a brand that...