CLIENT
Saputo / Frigo Cheese Heads
Nicole Austin, Marketing Manager, Retail Dairy and Foodservice
Jennifer Englert, Director, Marketing
AGENCY
Sarah Scherbring, Managing Partner, Account Management
Nellie Murray, Group Media Director
Jason Bottenus, Group Creative Director
Eden Swanson, Group Planning Director
Tracy Krulich, Executive Media Director
Emily Den Boer, Social Strategy Director
John Sokolowski, Senior Writer
Andrew Wetzel, Associate Creative Director
Andrea Serrian, Account Director
Henni Iwarsson, Executive Producer
Abby Minea, Senior Project Manager
Alan Newbold, Executive Vice President
Ethan Perushek, Senior Brand Planner
Ada LaChapelle, Associate Brand Planner
Bergen Flom, Brand Planner
Samantha Liebhard, Senior Account Supervisor
Katlyn Plourde, Associate Media Director
Emma Hanslon, Media Planner
Ingrid Pfefferle, Senior Social Strategist
Hanna Madren, Account Supervisor
Neil Goodspeed, Director of Media, Senior Partner
Lachlan Badenoch, Chief Strategy Officer
Mandi Longtin, Associate Director, Project Management
Sarah Dybicz, Media Supervisor
Whitley Mike, Design Lead
Jake Folska, Content Producer
Elizabeth Winchester, Senior Social Strategist
Anna Gordon, Account Manager
Maria Pazos, Group Planning Director
Brianna Holmes, Senior Brand Planner
Jay Ditzer, Proofreader
Strange Beast
Laura Hodkin, Director
Melissa Venet, Producer
Nefeli Petika, Producer
SUMMARY
Cheese Heads has long found its way into kids' lunch boxes through a gatekeeper: Mom. But we were losing tweens to cooler snacks, being declared a brand for “kindergartners.” By leaning into a truth about tween identity and our product — there’s not one way to eat string cheese, just like there’s not one way to be yourself — we shifted our demand base from parents to tweens, with 81% of respondents inspired to ask their parents to purchase, driving 9.3% brand growth in a category that grew .3% YoY.
