Borden® Cheese Broadcast

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. After crystallizing a brand messaging that centered around the idea of “love”, we designed an integrated campaign that included six spots filmed on a real, working DFA dairy farm in Ohio. The vignettes capture love, attention and care—all things that Borden® Cheese believes make high-quality products. Two of the spots aired as :30 and :15 cuts on TV, and the remaining four debuted as :15 vignettes online. All were delivered programmatically—a first for both VSA and DFA—allowing the team to efficiently target consumers and maximize the brand’s media buy across all channels. And, the strategy is working: mid-campaign results revealed that audiences have generated 662 million impressions, a figure that blows away all of the brand’s previous online marketing efforts.

Client:
Dairy Farmers of America
Capability:
Brand
Industry:
Agriculture, Food & Beverage