The California Milk Advisory Board launched a major campaign to promote cheese to California consumers under the Real California Cheese seal. TV spots, billboards and in-store materials featured the theme, “It’s The Cheese,” a humorous explanation of why people really come to California. We were asked to help add a public relations dimension to the campaign.
While “It’s The Cheese” captured consumer attention, it did not explain why Californians should prefer cheese produced in California. We had to educate consumers and help create an image for California cheese.
Torme-Lauricella positioned cheese as the newest food trend to come out of California. We targeted California food influentials – food media, chefs, specialty cheeses retailers, cookbook authors, etc and ultimately, consumers with information on California’s cheese industry and its many cheeses.
Working closely with the CMAB and cheese experts, we audited more the 50 California cheese makers and 70 plus types of California cheese. We grouped all cheese into five categories showcasing our best cheese making categories and styles. Then we developed comprehensive print and video materials to educate Californians about Real California Cheese.
