CPG Food + Beverage
Blue Minus
the Eww
Challenging cheese lovers to give blue another chance
Challenge
Blue cheese is delicious. But also kinda weird.
The sharp taste. The intense smell. The moldy appearance. Blue cheese is a love-it-or-hate-it food. Our challenge was to convert haters to lovers by appealing to their sense of adventure and desire to be anything but boring.
Approach
Celebrating acts of everyday bravery.
Most people are braver than they think. Maybe not jump-out-of-a-plane brave, but more swim-in-a-public-pool brave. Our campaign celebrated these acts of everyday bravery to inspire blue-reluctant cheese lovers to give it another go.
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Results
Getting brave gets big results.
Our work worked. The campaign reversed declining sales from the previous year, lifted sales in 46 key markets and improved household penetration by over 70%. See? We told you blue cheese is delicious.
+70%
household penetration
3.3x
return on ad spend
46
key markets lifted sales
Our Work
