Challenge

A new product facing old stereotypes.

Friendship Dairies was launching a single serve, fruit on the bottom cottage cheese snack to compete with the yogurts of the world. Unfortunately, cottage cheese is associated with grandmas and 70s era bland dieting. If this product was to succeed, it needed to appeal to a younger demographiC. It would need to leapfrog old ideas about the cottage cheese category.

Approach

Thumb-stopping content.

Because Friendship Dairies Cottage Cheese is only sold in certain markets, we used social media and pre-roll to precisely target our audience. To capture a younger audience’s attention and break through the clutter, we needed videos with stopping power. Humor could make a “low interest” category worthy of the audience's attention.

Solution

Fruit on the Bottom jeans.

Using a disruptive double-take approach to build brand awareness, the campaign spoofed 80s style fashion industry advertising by creating a fictitious over-the-top jeans brand. Timed to launch during fashion week, videos and posts parodied and poked fun at the outdated and ridiculous messages women often get from the fashion industry, highlighting what’s ridiculous and what’s real.

Influencers helped give the brand credibility.

To tap into younger audiences, actual Fruit on the Bottom Jeans were made and sent to radio station DJs in NYC as well as influencers, extending the reach of the campaign. Influencers like Ariel Vandenberg of Vine and Love Island fame created original content based on the campaign to broaden the appeal.

Results

Everybody’s talking about Fruit on the Bottom.

Multiple videos in the campaign got over a half million views, creating tremendous buzz for both the jeans and the cottage cheese. Most retail chains that carried Friendship Dairies Cottage Cheese also picked up the new product line, making the launch a success.