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Saputo Dairy USA Launches  We Are All Cheese Heads  Campaign; David Cherrie Comments

Saputo Dairy USA Launches "We Are All Cheese Heads" Campaign; David Cherrie Comments


LINCOLNSHIRE, IL
Friday, August 26th, 2022

I am a self-proclaimed cheese head. As such, I love coming together with my fellow cheese lovers to celebrate this incredible category. Saputo Dairy USA's Frigo® Cheese Heads® brand is doing just this, launching its We Are All Cheese Heads campaign to encourage tweens and teens to embrace their individuality and creativity.

David Cherrie, Vice President, Marketing and Innovation, Saputo Dairy USA"There's an infinite number of ways to eat Cheese Heads, just like there's an infinite number of ways for kids to be themselves," said David Cherrie, Saputo's Vice President, Marketing and Innovation. "We see great opportunity for this campaign to entertain tweens and teens and inspire them to be themselves and embrace their creativity in a fun and relatable way while also appealing to their parents."

Peel it or chomp it? This is the debate that has taken social media by storm when it comes to eating string cheese. Rather than taking sides, Cheese Heads is reimagining how tweens and teens think of string cheese and how they eat it.

Saputo Dairy USA’s Frigo® Cheese Heads® brand is launching its We Are All Cheese Heads™ campaign to encourage tweens and teens to embrace their individuality and creativity

To bring this campaign to life, Saputo and agency of record Carmichael Lynch partnered with London-based director/animator Laura Jayne Hodkin and her team at Strange Beast to create a cast of characters that showcase the creative ways Cheese Heads snacks can look. According to a press release, each has its own unique personality and style.

Launching this month in the United States, the national campaign will include digital videos, programmatic display, custom media integrations, paid social, influencer partnerships, public relations, and more.

In one of the first spots to run, "Fridge," the audience is introduced to the cast of characters and the home in which they live.

I am a string cheese peeler myself. For more cheese news of all varieties, keep coming back to DMN.

Saputo Dairy USA
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