As the summer rings in grilling season, Armstrong Cheese’s latest campaign aims to encourage people to choose their brand for cheeseburgers, with its latest “Bring Your Own Armstrong” creative.
The brand says the idea behind the campaign is that, like a favourite hot sauce, you bring Armstrong cheese with you to every engagement to ensure you’ll have it on hand (and on burger).
As part of the campaign, Armstrong is running the “Bring the Flavour” contest until September 8, wherein participants may win one of three Armstrong Coolers packed with cheese.
In-store displays will encourage customers to participate in the contest. The media plan also includes social media posts on Facebook, Instagram and TikTok, as well as influencer content. Additionally, the brand plans to set up a food truck at various summer events in Ontario with cheese samples. The first stop of the food truck is Toronto on Wednesday.
Armstrong Cheese senior marketing manager Tina Galluccio tells Media in Canada that traditional and digital media will help them reach their target audience in the communities they want to be in, while the experiential and in-store components will be focused on driving brand engagement.
“This [experiential and in-store components] are an important driver of top-of-mind awareness to prime choice when customers are at filling their physical or virtual shopping carts,” Galluccio says.
The campaign focuses on slices as the ultimate way to experience the taste of cheese, since the brand has found that people perceive sliced cheese to taste better than in other formats. “Our key message is that Armstrong cheese slices are the tastiest topping for your burgers and sandwiches this summer, so it’s ok to bring your own to barbecues and picnics,” Galluccio says.
Its target audience is women above 35 years old with children at home, and men and women aged 25 to 35, a demographic Armstrong has previously pursued, Galluccio says. “We are targeting this audience because they over-index on cheese consumption and show a tendency to pay more for value-add formats.”
OMD handles media buying and planning, Vibrant leads experiential strategy and execution, and Dentsu is behind the creative concept.
With files from Greg Hudson
