More than 14,000 members belong to Dairy Farmers of America (DFA). The co-operative produces some of the highest quality, most sustainable dairy in the country, including multiple brands of cheese found in supermarkets nationwide. Given the commoditization of cheese products in the refrigerated case, most brands find themselves in a fight for relevance. DFA knew that it had an opportunity to better position its brands to increase brand recognition and drive consumer preference.
Accounting for the majority of DFA Consumer Retail Division’s revenue, Borden® Cheese, a licensed brand from Borden Dairy, was lacking a strong identity to differentiate from other category players, limiting the brand appeal toward a wider set of consumers. Ultimately, the brand needed to better communicate its origin story and quality to attract consumers that not only value high quality ingredients and good nutrition, but also want to feel good about the products they buy for their families, without breaking the bank. To break into this broader group of consumers, VSA crystallized the brand’s messaging, forming a link between the dedication that goes into making Borden® Cheese products and the love and care moms put into feeding their families.
Borden® Cheese video spots were filmed on a real, working DFA dairy farm in rural Ridgeway, 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 Borden’s® Cheese previous online marketing efforts.
The Borden® Cheese integrated campaign reflects the brand’s new positioning, and includes a redesigned website, display, paid search, social media, in-store shopper targeting, six video spots and extensive branded content, including a Facebook Live session that featured Martha Stewart using the product. The session marked the first time Martha Stewart partnered with a major dairy brand, and over 215,000 viewers tuned in, learning all about Borden® Cheese in the process. Overall, the campaign has delivered 660MM+ targeted impressions, 30% above benchmark.
Cache Valley Creamery is the #1 selling cheese brand in Utah, its home state. Remaining loyal to their dedicated Utah fan base, the company launched its marketing efforts via hyper-local, geo-targeted channels. Components of the campaign included a website redesign, print, digital display, digital radio, social media efforts and a sponsorship with Utah’s Real Salt Lake MLS team to drive home its community-first focus. Still in the preliminary launch stages, the brand soon plans to expand into new West geographies.
Founded in Houston in 1971 and influenced by the traditions passed down from generations of Mexican homestead cheesemakers, La Vaquita quesos and cremas make any meal instantly authentic. The brand is already a staple in many Hispanic households throughout Texas, but it enlisted VSA’s expertise to develop a communication campaign against a new consumer audience, Millennials. The artisanal manufacturing process, coupled with the authenticity of La Vaquita products is highly appealing to these consumers. La Vaquita launched a website redesign, in-app beaconing, digital display, digital radio and social media efforts—and the brand has already seen significant quarter-over-quarter distribution increase.