La Casa Del Formaggio introduces Aussies to Salvatore, a talking packet of cheese sticks, in Stretchy String Cheese campaign via Showpony

Long-known for its world-class cooking cheeses, La Casa Del Formaggio has released its first ever snacking cheese – 100% Mozzarella Stretchy String Sticks. And to spread the word, it’s letting its product do the talking.

Created by Showpony, the “Real Talk” campaign features a talking packet of cheese sticks – affectionately dubbed “Salvatore” by the team – with an Italian accent and a charming motormouth.

Says Showpony Executive Creative Director, Parris Mesidis: “The packet design is so iconic. The second we saw the amazing smile, we knew we had to bring it to life. Our collective ambition was to make creative as charming and fun as the cheese is delicious.”

With creative and media undertaken by Showpony, the national campaign runs across free-to-air and catch-up TV, digital, social, outdoor, press and POS, coinciding with the product’s release in Coles, Woolworths and independent supermarkets across the country.

Melissa Roberts, MD Showpony Media, says: “Working with a brand this loved and with so much character it was important to match the creative flavour with a media approach that reached all Australians from big screens to small, in store and at home. The goal is to make that La Casa smile impossible to miss.”

The films were directed by Julian Lucas for Wildebeest, and feature the cheese packet speaking directly to a surprised shopper.

Says Showpony Creative Director, Rory Kennett-Lister: “Jules immediately got the concept – we saw that from the moment we read his treatment. He worked with us to elevate the humour and really develop the relationship between cheese packet and our shopper, without it getting (forgive me) cheesy.”

Says Claude Cicchiello, Managing Director at La Casa Del Formaggio: “We set out to create something unique, bringing traditional Italian-style cheese, made right here in Australia, into the modern snacking world. Rather than generic ‘cheese’, this is 100% Mozzarella. As Salvatore will tell you, it’s something that both kids and adults will love.”

Adds Celeste Frost, Marketing Manager at La Casa Del Formaggio: “We wanted to show that this product is truly different from anything on the shelves – it’s far more than a kids’ lunchbox snack. The campaign really brings that to life across every touchpoint of the funnel.”

With the campaign rolling out nationally, phase two is already in the works, with competitions and further social content to come.

La Casa Del Formaggio
Managing Director: Claude Cicchiello
General Manager Sales & Marketing Manager: Ashley Austin
Marketing Manager: Celeste Frost
Marketing & Sales Representative: Claudia Rosella

Showpony
Executive Creative Director: Parris Mesidis
Managing Director: Jamie Scott
Creative Director: Rory Kennett-Lister
Associate Creative Director: Micha Paderin
Senior Creative: Andy Scott
Art Director: Annika Turon-Semmens
Junior Copywriter: Albert Hopkins
Senior Account Manager: Julia Palombo
Producer: Alex O’Neil
Managing Director, Media: Melissa Roberts
Digital Director: Hayley Clinch

Crew
Production Company: Wildebeest
Director: Julian Lucas
Executive Producer: Josie Baynes
Producer: Jes Evans
1st AD: Jessica Sofarnos
DOP: Cam Mitchell
1st AC: Oscar Nastri
2nd AC: Ariel Reyes
Sound Recordist: Jan Wong
Production Designer: Milla Pearl
Art Assist: Asha Barr
Wardrobe Stylist: Kristina Knab
HMUA: Em Stacey
Runner: Alex Hodge
VFX Supervisor: Declan Kindness
VFX Producer: Jonny Morfoulis

Post Production
Offline Editor: Geri
Online: Synctum (@synctum)
Post-Supervisor: Declan Kindness
Post-Producer & Online: Jonny Morfoulis
Colourist: Marcus Friedlander
Score/Sound Design/Mix: Jordan Panasewych
VFX & Animation: Synctum
VFX Supervisor & VFX Producer: Jonny Morfoulis
VFX Supervisor: Declan Kindness
VFX Artist: Leon Ernst
2D Motion Graphics: David Bennett