REINVENTING THE CHEESE WHEEL
Mission: Shred Competitors
Atalanta is one of the largest importers of international products in the United States, championed by flagship Parmigiano Reggiano and sought to be the biggest cheese with retailers. Led and funded by the Italian Consortium to help educate American consumers on the benefits and usage occasions, Spitball orchestrated a program that would make even DaVinci cry with pride. Long live the king of cheese.
The Regg It Up campaign was designed to make Parmigiano Reggiano appeal more with American consumers. What started as a call-to-action inspirational idea quickly wheeled into a multi-level campaign including branding, in-store displays, video series, website and social campaign. It all started with the design of the seal to represent the time-honored artistry of the cheese production process.
A CAMPAIGN IS MOLDED
Spitball was tasked with creating an in-store program that would encourage customers to grab a wedge. So we did what no one else would, of course. First, we created a custom mold, modeled to look like a cheese wheel. Then, we halved and hinged it with the bottom serving as the food-friendly display vessel and the top housing a motion-sensor video screen that would play educational shorts. A work of art we must say.
MUNCH AND LEARN
We put on our Coppola and Scorsese caps to create a series of videos to help bring viewers into the kitchen and discover new ways to use Parmigiano Reggiano. Unlike other stale and expected cooking video approaches, Spitball looked to make the series feel authentic and unique. Careful lighting, shot aesthetic and incorporating children cooking into the visual storytelling helped the campaign win numerous awards.VIEW ALL VIDEOS
LICK YOUR SCREEN GOOD
To help further the educational process behind the cheese, Spitball architected, designed and developed a responsive website that featured a detailed history of Parmigiano Reggiano, simple to make recipes and other bite-sized tidbits. Spitball also rolled out the first ever social channels for the cheese and saw molto bene engagement numbers.VIEW WEBSITE
Originally intended as a pilot program, orders for the in-store units exploded in what our client described as "monumental" for this business as major new accounts joined the feast. The initial order for displays has quadrupled since launch and the numbers continue to grow.
"We were looking for creative ideas to help Parmigiano Reggiano stand out in-store. Spitball completely blew us away. Their vision helped turn our pilot program into one of the cornerstone initiatives of our company. The program is helping us sell more at retail, which was the goal. Thanks to them, we now have another sales/marketing tool that we can offer to help us secure new customers and I have fancy trophies on my desk from our award wining social campaign! They are an absolute blast to work with and once challenged me to a sangria-off...which I won!"~ MARISSA DEMAIO
ATALANTA, MARKETING DIRECTOR