Campaign: Share Friendship
Agency: Partners + Napier
Client: Friendship Dairies
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