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...