Beecher's is an original and authentic brand with deep NW roots, so we knew whatever we did had to feel less like an ad and more like a thank you to the region. Working with Spanish illustrator, Juan Carlos Paz, Rupert developed a friendly, memorable character that felt as at home in the Northwest as Sasquatch itself.
The Cheese-For-All is a once a year event, that moves from city to city like a traveling rock show. We wanted to capture that music festival vibe and help make the events feel like a celebration of yummy food (and Beecher's Cheese.)
We've found that huge wedges of cheese with horns are pretty noticeable.
To advertise the event we leveraged a range of medias: transit for overall awareness supported by a mix of social and display for direct response and retargeting. Of course, none of that matters if the ads don't get noticed. A sixty foot tall cheese monster tends to get noticed.