Bega has launched its ‘Night Cheese’ campaign, created in collaboration with creative agency TBWA\Melbourne.
The campaign sets out to establish a brand-new snacking occasion for cheese lovers across the nation. From a cheese toastie to the main feature of the lunch box, cheese brands typically focus their marketing efforts around daytime occasions.
Bega Cheese, a leader in the category, recognised the need to disrupt these moments in order to not only sustain but grow market share.
Research and consumer insights highlighted a gap in the cheese market: the cheeky late-night snack. Breaking away from traditional dairy cues of conventional product, food and recipe-based creative.
The new large-format OOH campaign features the iconic image of a person opening the fridge in the quiet of the night — a universal moment of craving we’ve all been guilty of.
“By identifying and owning the late-night snacking moment, we are creating a whole new experience of indulgence that is uniquely Bega,” Bianca Di Donato, marketing manager, Fonterra Oceania, said.
“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.”
Paul Reardon, chief creative officer, TBWA\Melbourne, added: “We 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 foodshots, food packs, products range, etc.
“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.”
