It’s Too Cheese

So here’s a campaign for Saputo Cheese. Write-up says it all:

Saputo Cheese USA Inc. is partnering with Crayola for an on-pack promotion with its Frigo Cheese Heads brand.

Crayola

Eight million specially marked packages of Frigo Cheese Heads string cheese will carry an offer for a free 16-pack of Crayola Pip-Squeaks washable markers with three proofs of purchase and $1 shipping and handling. Riddles and jokes will appear on each individual cheese stick wrapper.

A full-page FSI with $2 off coupons drops Oct. 7 to 28 million households.

A microsite at frigocheeseheads.com visitors can play games and download pictures to color. People can also find nutrition information about their favorite Frigo string cheese product on the site.

P-O-P, in-store signage and online marketing also support the promotion.

Great. Standard promotion. But why wouldn’t the brand manager make it experiential? Why not package each cheese stick as a crayon, instead of just dropping a logo on the package? I mean, string cheese looks like a crayon. How experiential would it be to make each single-serve of cheese to look like a crayon? It’s simple: instead of a regular standard promotion, why would you not experientialize it?

Just my $.02.

5 comments

  1. That sounds like a good idea (packaging them as crayons), did you think about the issues involving the “health department”? Can it be that they might get into trouble for kids now eating “crayons” kids that are to young to realize actually starting to eat crayons (although they are not dangerous). That’s just my $0.001 🙂

  2. It would only be truly experiential if the cheese were colored — otherwise, it would not have the same impact. But then, how many people would actually look at crayon-colored cheese and go, “YUM!”

  3. Angela Nardiello · · Reply

    They should have just given away one marker with every package, then had people download the coloring sheets and enter their drawings for the cover of the pipsqueek pagkaging.
    Or they could have jumped on the youtube video contest bandwagon. And asked customers to show them how washable those markers really are. Ex…little billy covered in blue comes out squeekie clean. Hmmmm or I wonder if the markers ink is not harmful, maybe you could color the cheese string and take a photo of that for a contest.
    Or is that taking experiential just a little too far 🙂

  4. Angela Nardiello · · Reply

    one more thing….
    I just wanted to comment on this post
    “It would only be truly experiential if the cheese were colored — otherwise, it would not have the same impact. But then, how many people would actually look at crayon-colored cheese and go, “YUM!””
    LOTS!!! Have you seen the success of the green and purple ketchup. Apparently people (especially kids) are into to eating gross things.

  5. But why wouldn’t the brand manager make it experiential? Why not package each cheese stick as a crayon, instead of just dropping a logo on the package? I mean, string cheese looks like a crayon. How experiential would it be to make each single-serve of cheese to look like a crayon?
    Yes, it would be experimental and more than likely successful with children but the drawback would be in the packaging itself; more to the point, the cost of packaging. To re-fit machinery that produces and packs the product would be a huge expense to the company as would the design and production of the packaging. Brand managers are sometimes unaware of the costs of production when they come up with their ideas. What looks great in the meeting room often is squashed when it gets to the accounting room.

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