while cabot cheese is known and loved in new england, awareness is not as high in new york state. our job? boost cabot’s profile for a bigger slice of new york’s marketshare.
research taught us that, while most people buy one cheese for cooking, another for snacking, and yet a third for entertaining, cabot showed the greatest versatility, coming out on top in all three categories. in our minds, that made them,“the best cheese on the block”.
with thanksgiving just around the bend, we created a cabot-sponsored event that gave new yorkers the opportunity to enter to win their version of the perfect holiday celebration. named “friendsgiving”, the winner would celebrate with ten people of their choosing — after the obligatory family gathering was over.
we drove new yorkers to cabot’s new york facebook page via an online media campaign running across nymag.com, chowhound.com, new york magazine, and more. full page takeovers in time out new york and grub street highlighted both the contest and the brand’s local farms. the campaign also included wild postering, shareable art, and facebook flyers. in just ten weeks, we added nearly 4,500 nyc/tri-state area fans to cabot creamery’s nyc facebook page.