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Offline Brand Delivery
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There’s more to Cheese than Cheddar
There’s
more
to
Cheese
than
Cheddar
Belton
Farm
–
Red
Fox
Branding,
Campaign,
Video
Our long standing client Belton Farm had just had their 2020 marketing plans halted by Covid-19 and they needed to quickly come up with new ways to continue to build momentum with the brand.
Our
long
standing
client
Belton
Farm
had
just
had
their
2020
marketing
plans
halted
by
Covid-19
and
they
needed
to
quickly
come
up
with
new
ways
to
continue
to
build
momentum
with
the
brand.
The
Challenge
We worked with them to create a multi-channel marketing campaign, run over the summer months, which focused
on building further brand awareness and frequency of use, of their hero flagship product Red Fox.
There's
more
to
cheese
than
cheddar
Majoring on the fact that many consumers view the cheese aisle in their chosen supermarket as an opportunity to
blindly add whichever ‘commodity’ cheese is on offer that week to their basket, we set about creating a campaign
that educates them of the virtues of Red Fox, outlining that there is ‘More to Cheese than Cheddar’.
Our beloved fox was the perfect frame for our message, enabling us to get across our message at the same time as
doubling down on our iconic mascot.
The hero of our campaign was Belton’s first ever TV advertising push.
Putting
the
Red
Fox
on
the
box
The 20 second TV advert was an integral part of the new ‘There’s More to Cheese than Cheddar’ campaign. Working
closely with our partners Mighty Giant, we created an advert that used a distinctive stop motion style to get across
the monotony of buying the same product (or slight variation thereof) every time shop, before introducing our
campaign message and finally majoring on our iconic packshot.
The
wider
campaign
The TV campaign, which aired throughout June 2020 exclusively on Channel 4, was placed by our partners at
Running Total Media, who ensured our target demographic was captured by strategically placing the advert during
relevant programmes such as Come Dine With Me, Bake Off: The Professionals and Sunday Brunch.
In addition to debuting on TV, the campaign also included activity across print and digital platforms.
Press ad
Outdoor
Social
