Strategy: Keeping it Cheesy, but not Cheezy
This gathering wasn’t titled Wisco Cheese Fest or Beer, Cheese & Bratzpalooza. It was called the Art of Cheese Festival because making the best cheese in the world is truly an art form. It was to be a celebration of artisanal, award-winning Wisconsin Cheese, so it had to be a classy affair (still with a bit of whimsy) made for foodies and industry pros—a fall festival in one of the most beautiful cities in the Midwest.
This was also a rare mix of B2B, B2C and B2B2C marketing, where consumers rubbed elbows with cheesemakers and retail cheese sellers. We were catering to the whole community, the whole ecosystem of Wisconsin Cheese, and the messaging had to speak to that entire gamut.