Puhoi Valley’s ‘really nice cheese’ takes centre stage in new campaign

DDB Aoteroa and Puhoi Valley are showing cheese-lovers why their Specialty Cheese is ‘nicer’ in the new ‘Crafted to be nicer’ campaign, launched on October 20.

The team at DDB were tasked with showcasing the benefits of the craftmanship that goes into each and every block of Puhoi Valley Specialty Cheese, while maintaining Puhoi’s Valley’s traditionally cheeky tone of voice.

Where does cheese really shine? Right in the middle of a cheeseboard. The ‘Crafted to be nicer’ campaign steps into a variety of absurd conversations between Puhoi Valley cheeses, and their friends on the cheeseboard. Each time, proving that Puhoi Valley cheese really is crafted to be nicer (in more ways than one). 

DDB Aoteroa’s Creative Director Matt Williams says the team wanted to do something different in in an often earnest market.

“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.”

Goodman Fielder’s Head of Marketing and Category for Dairy, Danielle Dyson, said they wanted to really elevate the quality credentials of Puhoi Valley Cheese.  

“We set out to show New Zealander that Puhoi Valley Cheese is premium, belongs on the same level as its competitors, and is just, quite simply, really nice cheese. We wanted to highlight the excellence of our local craftmanship, in keeping with Puhoi Valley’s bold, cheeky tone of voice,” Dyson said.

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