How do you get shoppers buying cheese at a time of year when everyone is focused on chocolate? We wanted to champion the notion of simple but unforgettable food by positioning Davidstow Cheddar in an unexpected way. How? By giving the Easter bunny a cheesy twist.
Cleverly composed photos of mouth-watering Welsh Rarebit disguise as bunny ears, demanding a double-take – at which point the simple two-word copy lands the punchline.
The digital proximity ads are strategically positioned outside supermarkets over the Easter period, to put Davidstow Cheddar front of mind with hungry shoppers and remind them that chocolate isn’t the only indulgence on offer in the aisles.
Footfall outside supermarkets is high and shoppers won’t be stopping to look at ads, so simplicity is key. The creative is minimalist for maximum impact, in Davidstow’s signature style, landing the brand identity and whetting the appetite in seconds.
At the time of writing, the campaign is still live. Therefore we are not able to provide any results for it at this time.