The agency has created a virtual ‘Go Cheese World’ to engage cheese lovers
BestMediaInfo Bureau | Mumbai | April 22, 2015
Parag Milk Foods has appointed FoxyMoron as the digital agency for its brand, Go Cheese. The mandate is to create innovative digital and social marketing engagements through social media platforms and a dedicated microsite to further enrich the brand. The account was won following a multi-agency pitch process.
To drive Go Cheese’s brand objective, FoxyMoron has created a digital campaign to build a new online community of cheese lovers and engage them through a virtual world where all things cheesy live and thrive. This land, named ‘Go Cheese World’, is brought to life with its unique characters like ‘Cheezus’, ‘Miss Squeezy’, ‘Chacha Cheddar’, ‘Mr Mozzarella’, and ‘Big Cheese’. These characters educate fans about Go Cheese products via interactive storytelling. Apart from the online interactions, a microsite with interactive games is part of the campaign and will be live soon.
Commenting on the campaign, Mahesh Israni, Chief Marketing Officer, Parag Milk Foods, said, “In tandem with the rapidly changing media habits of our young consumers, we found that it’s the need of the hour to extend our brand’s presence on the digital platform. Since our brand Go Cheese has a target audience belonging to the digital generation, we have taken baby steps into this digital space with the launch of ‘Go Cheese World’. By concentrating our media efforts to an affluent audience, we plan to do a digital campaign like no dairy company has ever done before.”
“This campaign will create a platform for us to strengthen the brand in future and build the category as well. With our largest range of products, we will educate the cheese eaters about the variety and usage techniques as well as drive in home consumption of cheese,” he added.
The digital campaign has been launched with Facebook, which is the key medium used for the campaign, leading to other platforms, including Twitter, Instagram, YouTube and Google+. Niche sites will also be used to further spread the message and generate visibility via digital banners.
Pratik Gupta, Co-founder and Director - New Business and Innovation, FoxyMoron, said, “We all love cheese and just like chocolate, can even imagine living in a world full of cheese. We just took that thought and placed in a real campaign. Bringing fantasies alive is something that brings a smile to every cheese lover’s face, while deeply engaging and educating them about the product.”