Promoting the big cheese.

Arla. Castello
Scope of Work

UK shoppers are habitual in their cheese consumption, eating tonnes of cheddar on a weekly basis and only placing speciality cheese in their basket seasonally, a couple of times a year to create a cheese board for family and friends. Our challenge was to promote trial of the Castello range and encourage consumers to consider eating and using these cheeses more regularly.

Our Approach

We created a fully immersive experience by taking the cheese on tour to high footfall events throughout the summer months.

With a modular set up, the solution was both flexible and hard working. A multi-station experience, each station was hosted by a cheese expert and saw consumers work their way around tasting cheeses, learning how to pair them with certain foods, and sampling wines that complemented them.

As they learnt at each station, their ‘passport’ was stamped and completed ‘passport’ could be exchanged for a take-home recipe booklet and money-off voucher to be redeemed in the major supermarkets.


Over 60k consumers sampled all the cheeses and completed their passports.