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Make Dinner Daring
Shaking up the dairy aisle with a fresh thinking new cheese range
Sailing the competitive seas of cheese
Riverina Dairy Co. came to us to launch their new consumer range of flavour-infused fetta and haloumi in Coles and independent supermarkets. They’d recently rebranded and were armed with a new creative platform: The Fresh Thinking Dairy. While every cheese brand can claim farm-freshness and authenticity, we needed to create the most fresh thinking solution to help the brand standout in the dairy aisle.
Playing with our food
Our campaign needed to appeal to anyone who loves to cook at home while including dishes and combinations that would stimulate anyone’s sense of culinary adventure in an instant. So we created four mini-narratives to hero both the product and how it could be used in truly daring ways.
Cheese makes everything better
From climbing a mountain of basil pesto fetta to hiking across spicy jalapeno haloumi slabs — each spot was filmed entirely in-camera, utilising miniatures of varying scales coupled with rich sound design to transport the viewer’s imagination to intrepid culinary scenarios. The result: fresh-thinking stories that truly inspire viewers to make any dish daring.
YUUUUUM!
“We needed an agency partner that understood the importance of standing out from the crowded dairy aisle while growing our category at the same time. Paper Moose was the perfect fit to bring our fresh-thinking new fetta and haloumi range to life.”
— Karen Prebble, Head of Marketing, Riverina Cheese Co.
