Friendship® Dairies was faced with the challenge of reaching time-pressured, family-oriented, B.S.-averse women who are on a tight budget. Partners + Napier needed to do something truly different in the dairy category to get the attention of these busy moms.
To meet the challenge, this month the agency launched a fully integrated advertising campaign for Friendship® all natural cottage cheese that doesn't show the product in the ads.
With a simple, clean design, the ads feature containers of cottage cheese that have already been devoured, with headlines like "Excessive Spooning May Cause Hand Cramps" and "Save Your Willpower for Something Bad." The empty containers remind consumers that it's alright to have a few extra scoops of healthy food, reinforced by the campaign tagline "Dig in. It's only natural."
The campaign features a mix of print, shopper marketing materials, FSIs, point-of-sale, tradeshow, and digital components. Partners + Napier also partnered with the word-of-mouth (WOM) marketing company BzzAgent® to spread the word through "mom brand ambassadors" who have tried and become fans of the Friendship® Dairies brand.
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