An Italian Cheese Story
Our initial brief for this project was to develop an Italian story for a range of seven Italian style cheese SKUs.
The brand name (now long forgotten) was unremarkable (I mentioned it was long forgotten) with a slight Eastern European feel. The brand had a foothold in a number of local delicatessens, but the Fresh Cheese Company had negotiated the opportunity to trial the brand in National supermarket chain Woolworths. If we could create a strong enough brand story on shelf to impress the buyers at Woolworths, the Fresh Cheese Company had a
winner on their hands.
