Bega Cheese disrupts the dairy aisle with new ‘Night Cheese’ OOH campaign via TBWA\Melbourne

Fonterra Oceania has announced the launch of its latest campaign ‘Night Cheese’ featuring Australia’s most loved cheese brand – Bega. The fresh work delivered by TBWA\Melbourne –The Disruption Company, sets out to establish a brand-new snacking occasion for cheese lovers across the nation.

From a cheese toastie to the main feature of the lunch box, cheese brands typically focus their marketing efforts around daytime occasions. As the category leader, Bega Cheese recognised the need to disrupt these moments in order to not only sustain but grow market share.

Research and consumer insights highlighted a gap in the cheese market: the cheeky late-night snack.

Breaking away from traditional dairy cues of conventional product, food and recipe-based creative, the new large-format OOH campaign features the iconic image of a person opening the fridge in the quiet of the night — a universal moment of craving we’ve all been guilty of.

Says Bianca Di Donato, Marketing Manager, Fonterra Oceania: “By identifying and owning the late-night snacking moment, we are creating a whole new experience of indulgence that is uniquely Bega. We love how the beautifully striking yet simple photography uses Bega cheese cues to activate the audience’s memory structures whilst inviting them in to fill in the blanks.”

Says Paul Reardon, Chief Creative Officer, TBWA\Melbourne: “We heard a stat that Bega cheese is in one out of every two household fridges in the country. That’s a great reason to act like a brand leader, with something super simple and confident, without all the conventional food shots, food packs, products range, etc. By our logic, in Australia, 50% of us have, at some point, raided the kitchen fridge late at night for Bega cheese. It’s a weird thing we do — a little moment we thought was worth showing.”

Fonterra
Bianca DiDonato – Marketing Manager – Bega Cheese
Briony Delaney – Group Marketing Manager Cheese – Oceania
Renee Milkop-Kerr – Marketing and Innovation Director – Oceania
Natacha Clark – Marketing Excellence Manager – Oceania
Virginia Lakos – Insights Lead – Oceania

TBWA
Paul Reardon – Chief Creative Officer
Pat Sofra – Head of Craft
Virginia Pracht – Head of Planning
Sarah Tukua – Senior Client Partner
Nicola Draschl – Business Director
Anita Condello – Business Manager
Hazel Lee – Project Manager
Miles Castan – Project Manager
Mika Parow – Integrated Producer
Gavin O’Brief – Art Department
Kyle Black – Retoucher
Joshua Leeham – Designer
Phoebe Graham – Production Assistant

Production
Kale McRedmond – Photographer

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