Talbot Forest Cheese launches new brand identity via campaign by dentsu

Talbot Forest Cheese Co. is sharing the nation’s differing opinions in a new campaign via dentsu.

When we gather around a cheeseboard with friends or family, the stage is set for some great conversation. But given it’s always presented at the awkward beginning of an occasion, sometimes the chat needs a push in the right, or even better, controversial direction. And challenger cheese brand Talbot Forest Cheese Co. is happy to oblige.

The new campaign, ‘Nothing goes together like talk & cheese’, embraces the different sides of conversations happening around New Zealand cheeseboards every day.

Starting with a bold packaging redesign by Onfire Design, and a tasty social campaign driven by Content & Co, the complete brand relaunch runs predominantly across digital and OOH, and utilises dentsu’s dynamic creative delivery system, D4, to update conversation starters daily, based on what the nation is talking about.

Marketing Manager, Maja Szarmach says: “Whilst in a large, growing market, the category is dominated by old-fashioned craft cues, and provenance, we see an opportunity for a more contemporary and irreverent brand that’s comlimentary to the highly charged social occasion during which specialty cheese is consumed.

She goes on to say: “We were after a campaign that heroed our premium quality, delicious cheese without being highbrow and worthy but was equally disruptive. We’re confident the campaign will be the catalyst for some interesting conversations.”

dentsu ECD, Hadleigh Sinclair says: “The Talbot team have an appetite for the audacious. They’re amazing partners who are up for pushing boundaries. You chuck an idea like this together with dentsu’s D4 technology, and you’ve got a campaign that’s going to seriously earn some eyeballs and get people talking.”

With traditional in-store sampling derailed via Covid, offices outside Auckland were targeted via, “Office Shouts”, a sampling experience produced in partnership with Vogel’s and Lion.

The campaign is live now, so invite your antivax-aunty and your scientist-cousin over and settle in for a spicy chat over a delicious chilli Havarti.

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