Castello Global: From Good to Grate - How we transformed a cheese brand by transforming how it talks about taste

Castello, a cheese brand, launched a global campaign to increase relevance and drive a 70% growth in sales by reminding category users of the taste that the cheese delivers.

Campaign details

Brand: Castello GlobalAgency: Mother London

Summary

Aria's most important mass-premium cheese brand, Castello, was struggling.

Despite its incredibly tasty range of products, it was losing relevance, becoming trapped in low-frequency occasions. As a result, sales were flagging across key markets.

This is the story of how planning redefined that most common of briefs - the 'taste brief' - by breaking from the convention that taste transforms the world around us, and instead, focusing on how the world around us transforms taste.

In doing so, a completely new type of campaign for Castello was born; the...

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