Eden Cheese: Goodness Worth Sharing 2018

Filipino cheese brand Eden gained its highest market share in two years during Christmas 2018, solidifying its leadership position in the Philippines.

Campaign details

Brand: EdenBrand owner: Mondelēz InternationalLead agency: Ogilvy Group Philippines/SOHO SquareContributing agencies: Carat Philippines, Castro Communications PhilippinesCountry: PhilippinesIndustries: Dairy products, fats, oilsMedia channels: Online video, Point-of-purchase, in-store, Public relations, Social media, Television, Word of mouth, influencersBudget: 500k - 1 million

Executive summary

Cheese brand Eden encouraged Filipinos to 'give goodness' during Christmas, even in the face of hardship, successfully justifying its premium to deliver outstanding growth despite the availability of cheaper cooking enhancers.

In the run-up to Christmas 2018, a time when Filipinos' budgets...

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