Beecher’s Handmade Cheese Launches First-Ever Paid Ad Campaign
Grace Mahas — September 12, 2023 — Marketing
References: beechershandmadecheese & youtube
Seattle's renowned food brand, Beecher’s Handmade Cheese, is marking its 20th anniversary with a unique advertising campaign, crafted in collaboration with food & beverage branding agency, Mudge, and creative agency, SpecialGuest. This campaign, the brand's first foray into paid advertising, cleverly incorporates genuine comments from its passionate fanbase.
The series consists of twelve videos, each showcasing real feedback from social media and emails. These comments are humorously paired with tantalizing close-up footage of Beecher’s products, all set to music that complements the sentiment. The campaign is currently being broadcasted in the Seattle/Tacoma region via OTT, YouTube preroll, Instagram, and LinkedIn, with plans for a nationwide rollout in the upcoming year.
Aimed at reinforcing Beecher’s as Seattle's most cherished brand, the campaign promotes both existing and new frozen products, including the Tomato and Cauliflower Soup. The initiative aligns with new product launches, in-person sampling, and special promotions.
Kurt Beecher Dammeier, founder and CEO, emphasized the brand's genuine connection with its fans, stating, "Beecher’s has vocal superfans. We let them speak for the brand, underscoring Beecher’s authenticity and quality."
Beecher’s, besides its popular cafes at airports, also boasts a retail production facility at Seattle’s Pike Place Market. Here, visitors can purchase its artisanal cheeses and witness the cheese-making process. Their frozen food line is available in grocery stores nationwide.
The series consists of twelve videos, each showcasing real feedback from social media and emails. These comments are humorously paired with tantalizing close-up footage of Beecher’s products, all set to music that complements the sentiment. The campaign is currently being broadcasted in the Seattle/Tacoma region via OTT, YouTube preroll, Instagram, and LinkedIn, with plans for a nationwide rollout in the upcoming year.
Aimed at reinforcing Beecher’s as Seattle's most cherished brand, the campaign promotes both existing and new frozen products, including the Tomato and Cauliflower Soup. The initiative aligns with new product launches, in-person sampling, and special promotions.
Kurt Beecher Dammeier, founder and CEO, emphasized the brand's genuine connection with its fans, stating, "Beecher’s has vocal superfans. We let them speak for the brand, underscoring Beecher’s authenticity and quality."
Beecher’s, besides its popular cafes at airports, also boasts a retail production facility at Seattle’s Pike Place Market. Here, visitors can purchase its artisanal cheeses and witness the cheese-making process. Their frozen food line is available in grocery stores nationwide.
Trend Themes
1. Authentic Fan Engagement - Beecher’s Handmade Cheese incorporates genuine fan feedback in its advertising campaign to reinforce its brand authenticity.
2. User-generated Content Marketing - Beecher’s Handmade Cheese cleverly pairs fan comments with close-up footage of its products to create engaging marketing content.
3. Regional to Nationwide Expansion - Beecher’s Handmade Cheese plans a nationwide rollout after initially broadcasting its advertising campaign in the Seattle/Tacoma region.
Industry Implications
1. Food & Beverage Branding - Beecher’s collaboration with Mudge, a food & beverage branding agency, demonstrates the evolving landscape of advertising in the industry.
2. Creative Agency - SpecialGuest's involvement in Beecher’s ad campaign showcases the value of creative agencies in bringing innovative ideas to the forefront.
3. Retail Production Facility - Beecher’s Handmade Cheese's retail production facility at Seattle’s Pike Place Market allows customers to witness the cheese-making process and purchase artisanal cheeses.
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