There are so many products and services that we encounter that blend in to our everyday lives. It takes a lot to make them stand out. So how do you take something ordinary like cheese and make it seem extraordinary? Read on for some great insight from a recent presentation we heard from the SVP of Corporate Communications with the Wisconsin Milk Marketing Board (WMMB) through American Marketing Association (AMA) Milwaukee.
After conducting research with consumer groups, WMMB discovered that when people think of Wisconsin they think of cheese (and the stereotypical “cheese head” image of course) but when they think of cheese they do not automatically think of Wisconsin. This conflicting information challenged the WMMB to refocus their branding efforts on key target audiences to get people thinking about, talking about and buying Wisconsin cheese and elevate perceptions. With a mix of traditional and new age media, WMMB has done some amazing work to add a level of sophistication, interest and engagement to something ordinary. Their online work and print campaign, are delivering some amazing results. Here are a few examples of their online efforts:
Grilled Cheese Academy - With a clean design, witty voice over and engaged viewers, this site is the ultimate grilled cheese makers dream. On Facebook 15,200 fans find out the latest from this academy.
Cheese & Burger Society – This site provides another distinctive, fun design with wheels that you can turn to find your ultimate burger. The celebrity voice over used is recognizable and witty. On Facebook more than 77,800 fans find out the latest on burger creations.
Cheese Cupid – Using a sophisticated black background and clean design, the drink and beer cupid site allows you to pair your libation with the perfect cheeses. On Facebook over 9,000 fans find out weekly pairings, you can follow the cheeseandcupid blog. If you want this information on the go, there is an iphone app for this as well.
Michael Symon Favorite Food – Award-winning Iron Chef, Michael Symon, provides amazing recipes using Wisconsin cheese with webisodes, a blog and archives on the WMMB favorite food web site.
All these microsites can be found at eatwisconsincheese.com, where you will find more resources to fuel your hankering for cheese. After viewing these sites, do you think the WMMB has achieved its goals of elevating perceptions of Wisconsin cheese and motivating trial?
Susan Schoultz is Client Service Director at Clear Verve Marketing and works with clients to plan, create and execute marketing campaigns. Follow her on Twitter as @clearverve2.