Dairy Farmers of America is made up of over 14,000 members across the nation. Through the Consumer Retail division, the company is dedicated to bringing quality cheese products to consumers. However, in an increasingly commoditized category, there was an opportunity to improve brand recognition across their portfolio, turning to VSA to help make this happen. The first initiative of work focused on Borden® Cheese, a licensed brand from Borden Dairy that accounts for the majority of the division’s cheese revenue. And, while the 100-year old brand had good levels of awareness, the brand story and quality wasn’t being communicated by the current Borden® Cheese identity. The new brand strategy focuses on the love and care that makes Borden® Cheese so good, creating a link between the dedication that goes into making these products with the love and care moms put into caring for their families.