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Borden, second in the sliced cheese category behind Kraft, was looking to increase market share by introducing a new larger slice product. Unlike any other product on the market, this product would fit over the whole slice of bread. They needed a name, an identifiable character, and an advertising campaign that grabbed attention, informed and created demand for a previously unheard of product.


• A character was developed that worked well in both television and print.

• We imbued this character
with a look and funky attitude that appealed to kids and named the product "Big Cheese."

• We introduced the product via a two spot television campaign supported with print ads in leading national magazines.



• More than 90% penetration in stores that lead their market.

• First year sales topped 35-40 million.

• No cannibalization of existing SKUs, creating demand for an entirely new product.




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