Cottage Cheese, anyone?

A dairy darling that was down in market share, Friendship Dairies was looking to bounce back big.

A fresh rebranding that included new packaging, a new logo mark, and a new go-to market awareness campaign. The hero product to push? A notoriously unpopular dairy-aisle dilemma, Cottage cheese.

Market research proved out that the most recognizable brand asset was their signature dove, so we focused our campaign around their iconic bird, and brought her to life through a fully integrated media campaign.

Finding Our Voice

Our target audience was the meal-planners of the household, and we knew they spent a lot of time hunting for coupons + recipes online while in a “list-making mindset.”

We embraced that hand-written motif and created a one-of-a-kind font that was painstakingly crafted by hand.

By evoking that sense of a hand-written list, or the famous ‘note-stuck-in-a-lunch-bag’, we were tapping into a persona for our dove. A strong, vibrant + fun female, one that other mom’s could see themselves as.

So we began the campaign with a few core elements: the new packaging, our new “Dovely” bird and her friendly lil’ notes. We leveraged these brand devices consistently across all social outposts, a website refresh and on thru to in-store clings + direct mail pieces.

Reinforcing the new packaging

It was critical to crystalize the new packaging design to our core audience, so a 2/3 split of our messaging started with creative that got that point across.

So. Much. Food.

Now that we’d established the refreshed packaging, it was time to add the third ingredient to our campaign. Stunning recipes that would make you think twice about that old cottage cheese aversion.