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Saputo along with its agency of record, Dentsu Canada, will soon launch a new marketing campaign for Armstrong cheese based on real testimonials from Canadians across the country.

Annually, each Canadian eats almost 13 kilograms of cheese, according to the marketers. And when it comes to choosing a cheese from the dairy aisle, Canadians aren’t particularly picky, they shop the whole category.

The campaign takes a lighthearted approach to break through the category tropes, which historically have taken a more serious, straightforward approach. Designed to showcase brand love, three spots were developed to each feature a real consumer “taste-imonial”. The concept is tied together with a consistent design language, featuring emojis and lots of cheese.

At launch, the multichannel campaign will be featured on television, online video, social media, and out-of-home. There are already plans to further amplify the campaign in future phases, using everything from Saputo trucks to digital audio platforms to bring Canadians’ taste preference for Armstrong to life.

“We’ve always known Armstrong cheese has been a fan favourite and we have seen many posts on our social platforms of consumers going to great lengths to purchase our cheese and they have happily shared their stories with our online community!” said Tina Galluccio, Marketing Manager on Armstrong Cheese at Saputo.

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