We Are All Frigo Cheese Heads
Frigo Cheese Heads launches new We Are All Cheese Heads campaign to celebrate and fuel tweens’ individuality.
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Frigo Cheese Heads is launching a new integrated campaign, We Are All Cheese Heads, featuring a cast of animated characters. The campaign aims to celebrate and encourage tweens and teens to embrace their individuality and creativity.
The animation produced by Strange Beast, a Passion Pictures company, was hand animated using traditional 2D techniques, directed by Laura Jayne Hodkin. Hodkin has filled each character to the brim with stretchy and playful personality, reflecting the unique characteristics of the Cheese Heads range. The bright and colourful world is a feast for the eyes…filled with tasty details and easter-eggs. Laura has directed an animated world inspired by retro cartoons, full of as much potential and variety as a Cheese Head itself…
The idea for the campaign stems from the ongoing debate about the best way to eat string cheese, creating social media fodder by pitting different eating styles against one another. Rather than taking sides, the Cheese Heads brand is reimagining how tweens and teens think of string cheese and how they eat it: biting, chomping, nibbling, peeling, twisting or any other way they choose to enjoy the snack.
Credits
powered by
- Agency Carmichael Lynch/Minneapolis
- Production Company Strange Beast
- Director Laura Jayne Hodkin
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Credits
powered by
- Agency Carmichael Lynch/Minneapolis
- Production Company Strange Beast
- Director Laura Jayne Hodkin
- Post Production Coffee & TV
- Mix and Sound Design Sister Boss
- Music Skillbard Studio
- Chief Creative Officer Marty Senn
- Design Director Milton Un
- Executive Creative Director Jason Bottenus
- Senior Writer Alex Barrett
- Senior Writer John Sokolowski
- Senior Producer Henni Iwarsson
- Executive Producer Zoe Muslim
- Producer Melissa Venet
- Producer Nefeli Petika
- Producer Kate Goodwin
- Animator Lead Matt Lloyd / (Animator)
Credits
powered by
- Agency Carmichael Lynch/Minneapolis
- Production Company Strange Beast
- Director Laura Jayne Hodkin
- Post Production Coffee & TV
- Mix and Sound Design Sister Boss
- Music Skillbard Studio
- Chief Creative Officer Marty Senn
- Design Director Milton Un
- Executive Creative Director Jason Bottenus
- Senior Writer Alex Barrett
- Senior Writer John Sokolowski
- Senior Producer Henni Iwarsson
- Executive Producer Zoe Muslim
- Producer Melissa Venet
- Producer Nefeli Petika
- Producer Kate Goodwin
- Animator Lead Matt Lloyd / (Animator)
“There’s an infinite number of ways to eat Cheese Head, just like there’s an infinite number of ways for kids to be themselves,” said David Cherrie, Saputo Dairy USA vice president, marketing and innovation. “We see great opportunity for this campaign to entertain tweens and teens and inspire them to be themselves and embrace their creativity in a fun and relatable way while also appealing to their parents.”
To bring this campaign idea to life, Saputo Dairy USA and agency of record Carmichael Lynch partnered with London-based director/animator Laura Jayne Hodkin and her team at Strange Beast to create a cast of characters that showcase the creative ways Cheese Heads snacks can look. Each with its own unique personality and style, the Cheese Heads characters are an embodiment of self-expression and creativity.
The new national campaign, which launches this month in the United States, will include digital videos, programmatic display, custom media integrations, paid social, influencer partnerships, public relations and more that resonate with tweens. In one of the first spots to run, Fridge, the audience is introduced to the cast of characters and the home in which they live.
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