While at Hangar12, I worked on the Frog® Cheese account for 4 years. I loved the challenge of working on an ingredient brand - one people buy and use when needed, but aren't particularly brand loyal. From social media, to shopper contests, banner ads and email marketing, we strove to grow brand loyalty and communicate why Frigo® Cheese deserves a permanent spot on their table.
FRESH FAMILY FAVORITES
To boost brand awareness and encourage usage, we launched the Fresh Family Favorites recipe contest and asked Frigo® fans to share photos of their Frigo® cheese-inspired family recipes. Consumers could share their fresh family favorite dishes for a chance to Win a $2,000 gift card Grand Prize and Frigo® cheese for a year. 12,235 photos were entered by consumers on the website
Doubled the number of brand followers on Instagram
1,200 additional photo entries were gained on Instagram
87,204 Video views across social media
1,500,000+ User Generated Content tagged with #FreshFamilyFavorites on Instagram
22 Million Impressions online increased brand awareness.
Supporting social media
Fresh Family Favorites banner ads
ABCs OF FRESH MOZZARELLA
At its core, The ABC’s of Fresh Mozzarella is a social video edutainment series designed to teach consumers in an entertaining way about the qualities and various uses of Frigo® Fresh Mozzarella Cheese featuring Chef Emily Ellyn, our dynamic host and freshness expert.
CD Art: Melissa Egan CD Copy: Sheila Trinley Director: Ross Little
We carried our promotion of fresh mozzarella throughout Frigo's website, as well as marketing emails and social media posts.
FAMILY FAVORITES START WITH FRIGO® CHEESE
We created a series of brand awareness videos for Frigo® that highlighted families showing the love and sharing meals that always include Frigo® Cheese. This project was produced on a shoestring budget, and utilized Getty's content creation platform. We ran into a lot of challenges with the quality of content we received, but through some scrappy problem solving, ended up with videos the brand could feel proud of.
FRIGO® CHEESE SHELF TALK
To announce FRIGO®'s new creamier ricotta recipe, we created a shelf talk to encourage purchase. We leaned on visually appealing photography, large packaging and a QR code to add a feature in which we could track interaction and effectiveness of the shelf talk.
FRIGO® SOCIAL MEDIA
We created monthly social content for Frigo® Cheese that ran across Instagram and Facebook. We'd highlight recipes, products, and cooking tip and tricks in the content.