Beecher's Handmade Cheese

A new mythology for a classic brand.


When Beecher's Handmade Cheese decided to host a contest to see which local chefs could make the best Mac'n'Cheese or Cheeseburgers, they asked Rupert to help spread the word.

And so the Cheese Monster was born.

    What We Did

  • Website
  • Advertising
  • Social Media
  • Illustration

It came from the myths of the great Northwest.

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.

Tour posters capture a festival vibe.

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.)

Ads that get noticed, not just seen.

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.