Challenge

It’s not what you think.

Cottage cheese can be divisive and polarizing. You either like it or you hate it. It’s runny, watery and has a lumpy texture. Even those who like it think all cottage cheese is the same. If we were going to steal share from our competitors, we’d need to prove Friendship Dairies Cottage Cheese is different.

Approach

Not your grandmother’s cottage cheese.

Good thing Friendship Dairies Cottage Cheese is different. It’s creamier, less runny with a unique taste and a smoother texture. We were confident if we could get cottage cheese lovers to try our cottage cheese, we’d get them to switch brands. So, we leaned into what made us different and created a challenge: The Smooth Off Challenge. Buy your usual cottage cheese and get ours free.

Solution

Smoother than your cottage cheese.

What do silk sheets, a baby’s bottom and a hairless poolboy have in common? None of them are smoother than Friendship Dairies Cottage Cheese. To support the challenge, we ran a social campaign humorously one-upping everything that isn’t smoother than our cottage cheese. All the while showcasing how easy it is to dip our smooth cottage cheese.

Show don’t tell.

Because seeing is believing, it was essential to really show how smoooooth Friendship Dairies Cottage Cheese is. We retargeted this audience with posts that highlighted taste appeal and in-store signage that led shoppers to take the challenge.

Take the challenge.

All touchpoints led to our Smooth Challenge microsite. Once there, consumers could get their coupon for a free tub of cottage cheese, take the challenge, learn more about whipped cottage cheese as well as see more videos and serving suggestions.

Results

Challenge accepted.

Over five thousand people took the challenge. Now that’s a lot of cottage cheese. We increased shelf space in our biggest retailers and expanded market share by 5%. Pretty smooth for an online social campaign.