Fonterra Oceania has launched Bega Cheese's 'Night Cheese' via TBWA\Melbourne.
Breaking away from traditional dairy cues of conventional product, food and recipe-based creative, the large-format OOH campaign features an image of a person opening the fridge in the quiet of the night.
“By identifying and owning the late-night snacking moment, We are creating a whole new experience of indulgence that is uniquely Bega,” said Bianca Di Donato, marketing manager at Fonterra Oceania.
“We love how the beautifully striking yet simple photography uses Bega cheese cues to activate the audience's memory structures whilst inviting them in to fill in the blanks.”
TBWA\Melbourne CCO Paul Reardon said the team heard a stat that Bega cheese is in one out of every two household fridges in the country.
“That's a great reason to act like a brand leader, with something super simple and confident, without all the conventional food shots, food packs, products range, etc,” Reardon said.
“By our logic, in Australia, 50% of us have, at some point, raided the kitchen fridge late at night for Bega cheese. It's a weird thing we do - a little moment we thought was worth showing.”
Credits:
Fonterra
Bianca DiDonato - Marketing Manager- Bega Cheese
Briony Delaney - Group Marketing Manager Cheese - Oceania
Renee Milkop-Kerr- Marketing and Innovation Director - Oceania
Natacha Clark - Marketing Excellence Manager- Oceania
Virginia Lakos - Insights Lead - Oceania
TBWA
Paul Reardon- Chief Creative Officer
Pat Sofra - Head of Craft
Virginia Pracht- Head of Planning
Sarah Tukua - Senior Client Partner
Nicola Draschl - Business Director
Anita Condello - Business Manager
Hazel Lee-Project Manager
Miles Castan- Project Manager
Mika Parow -Integrated Producer
Gavin O'Brief - Art Department
Kyle Black- Retoucher
Joshua Leeham-Designer
Phoebe Graham Production Assistant
Production
Kale McRedmond- Photographer
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