4A’s Inside the Campaign: Friendship Dairies


 Campaign: Share Friendship

Agency: Partners + Napier

Client: Friendship Dairies

Campaign Background

There’s a stigma around cottage cheese – too many think it’s boring, curdy, gross, lumpy, weird texture, grandma food.

Through primary research, Partners + Napier learned that many of the people who claim to “hate” cottage cheese either haven’t had it in years or have never tried it. To show these cynics how delicious and healthy the food is, Friendship Dairies and the agency set out to encourage fans to share their love of cottage cheese to help convert cynics and create new users via a big social media splash.

To capture the attention and appetites of young, hip millennials, as well as health-conscious moms and dads, the agency created 15 custom recipe videos (all created and cooked in-house) that were fun and shareable across multiple social platforms. Each showcased cottage cheese in ways unheard of, like in buffalo chicken dip, lasagna, pizza and in gourmet toasts – a first for the world of cottage cheese.

By also targeting food influencers with digital and still images, the initial pool of five recipe videos and lifestyle photos has already generated over 2.5 million impressions and 275,000+ fan engagements, and doubled Friendship Dairies’ followers on Facebook and Instagram.

The remaining recipe videos are breaking on Friendship Dairies social platforms throughout the first half of 2017.

Full Project Credits

Jennifer Piper – Account Director

Michael Kennedy – Creative Group Supervisor / Writer

Jim Nunes – Creative Group Supervisor

Rachel Ballatori – Sr AE / Hand Model / Food Influencer

Gretchen Bye – Associate Creative Director / Food Stylist

Cara Mittler – Account Supervisor

Scott Wolf – Sr. Experience Designer

Ron Manley – Creative Group Supervisor

Max Brown – Senior Art Director

Jackie Bowser – Associate Art Director

Bill Lang – Director

Tom DuBois – Editor

Matt Spaull – Editor

Lisa Smith – Producer

Erin Dwyer – Proofreader

Media – Deelightful Studios