Président Cheese Case Study

Challenge

Establish Président Cheese as "go-to" brand

Consumers looking for specialty cheese for their next entertaining occasion often purchase by product type rather than brand. Président Cheese’s challenge was to overcome this entrenched behavior and leverage the strength of their iconic portfolio, synonymous to their 80 years of heritage as Europe’s leading cheese expert. Becoming the U.S. category leader would require a recipe that was equal parts brand awareness, education and inspiration.

The Solve

Position brand as catalyst to a life well lived

Audience research told us today’s foodies are looking for new ways to be fulfilled through food. Further, when entertaining at home in particular, foodies fear slipping into a culinary rut. To both educate and inspire our target audience we created the “Life Well Paired” campaign. Partnering with rising culinary star and James Beard Award-Winning Chef Gavin Kaysen, we created recipes designed to make Président Cheese the category thought-leader and go-to brand for foodies in the cheese aisle.

Results

France’s #1 brie fuels inspiration among American foodies

  • Dollar sales up 12% YOY
  • Social media engagement up over 400% across all platforms
  • Facebook page likes have increased more than 300%
  • CTR (click-through-rate) tracking at 7.01% (compared to industry norm of 0.06%)
  • 133% increase in brand recall, 83% increase in brand awareness, 21% increase in purchase intent

Client Quote

The Life Well Paired campaign gives our audience the very inspiration they seek. Whether entertaining guests or enjoying with friends, our foodie consumer has come to trust Président Cheese as the true sign of a great cheeseboard.

-Karine Blake, Marketing Director, Président Cheese