Puhoi Valley’s Crafted to be nicer campaign brings fun to the cheeseboard

AUCKLAND, Today: Puhoi Valley and DDB Aotearoa are giving cheese-lovers a reason to smile with their new Crafted to be nicer campaign, launched Sunday, 20 October.

Tasked with showcasing the craftsmanship behind each Puhoi Valley Specialty Cheese, DDB maintained the brand’s signature cheeky style throughout.

The campaign highlights playful conversations between Puhoi Valley cheeses and their cheeseboard companions, proving that these cheeses aren’t just crafted—they’re nicer in every way.

“Everyone needs a little more nice in their lives, even grapes and pistachio nuts. Hopefully, just maybe, this campaign will inspire people to be a little nicer to each other, and also buy some delicious Puhoi Valley cheese.” – Matt Williams

Matt Williams, Creative Director at DDB Aotearoa, shared the approach behind their work. “In a category saturated in serious, we decided the only way to cut through was by being the nicest.”

“Everyone needs a little more nice in their lives, even grapes and pistachio nuts. Hopefully, just maybe, this campaign will inspire people to be a little nicer to each other, and also buy some delicious Puhoi Valley cheese,” Williams added.

Goodman Fielder’s Head of Marketing for Dairy, Danielle Dyson, emphasised the importance of highlighting Puhoi Valley’s premium status.

“We wanted to show New Zealanders that Puhoi Valley Cheese belongs right alongside the competition. It’s premium, it’s crafted locally, and it’s really just nice cheese,” Dyson said.