Creating a brand with purpose
Shining a light on Seriously’s Scottish heritage and provenance to build a brand with purpose.
The cheddar category has become increasingly commoditised. The pressure is on for brands to achieve stand-out. Our audience cares about heritage and provenance, which are two key points of difference for Seriously.
We went back to the brand’s roots, speaking to Scottish farmers about the cheese-making process and how the brand has supported them. And importantly, we introduced the audience to the cows behind the cheese!
A full ‘Made In Scotland’ content toolkit and supporting social engagement programme.
6.1% engagement rate (vs 0.6% benchmark) and 1000% social audience growth.