When you love what you do, your love grows stronger everyday. It’s this passion for Canadian Cheese that led Armstrong to reimagine and reposition its brand story into a bold and sustainable communication idea. “Our Love for Cheese is Strong’ would become the emotive call-to-action that would relaunch the Armstrong brand with a new integrated campaign.
BSTREET created the new Armstrong communication idea so it could be flexible enough to capture all the ‘Made in Canada, Natural Cheese Heritage and equity to provide a strong, emotive reason to believe.
The campaign targeted shopper’s during their pre-shop, featuring easy and inspired recipes perfect for those at-home moments delivered as rich social content and video pre-roll.
Year Two added even more inspired recipes to the Moments Campaign by enlisting the help of Canada’s very own celebrity chef Roger Mooking to the team. The Food Network Media Sponsorship and Digital Media buy allowed BSTREET to develop and activate new recipe content across a number of mobile first, socially-led platforms. Critically, leveraging Roger’s name and likeness refreshed the brand at national retail.
The best cheese comes from the milk of healthy, well-cared for animals. By partnering with 4-H Clubs of Canada, Armstrong hopes to foster the next generation of dairy leaders to ensure their milk stays Canadian. BSTREET helped to create both long and short form video that brought the CSR initiative to life by showcasing the brand’s commitment to Canadian youth through hand’s on experiences and a opportunity for contest winners to travel to the World Dairy Expo.
