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Proof in Our Collective Pudding.
SHS acknowledges that there's work that's bad and effective and then there's work that's good and effective. We always vote for the latter. So, what happens when a brand chooses to stand out? Good things, friends. Good things.
In 2008, Global Dairy Products Group, the marketers of Borden Cheese, selected SHS to help relaunch the brand and recapture market share after over a decade of flagging sales. On one hand, Borden competes against a 19,000-lb gorilla called Kraft, and on the other hand, an 18,999-lb gorilla called “private label.” Enter a new a campaign called Friends of Elsie.
Since the cooperative that makes Borden Cheese is 100% farmer-owned, 100% of the proceeds go back to American dairy farmers. The brand also has the heritage of one of the most beloved ad icons of all time: Elsie the Cow.
THE ONE THING
Buying Borden Cheese puts food on more than one table.
Not only did SHS make American dairy farmers the star of TV and print executions, we also ensured consumers could get up close and personal with farmers through in-store sampling events (some with dairy calves in tow) and inventive digital maps that allowed consumers to see the location of the farms in their area that benefit from Borden Cheese purchases.
- 21% sales increase
- 9% brand awareness increase
- 26% increase in “Likelihood to purchase Borden in next 30 days”