Tribe launched the #liveoriginaler campaign, radically shifting Emmentaler positioning.
The ALER suffix stands for more than: more than just Emmental. ALER is the sign of added value and unmistakable originality.
The campaign remained true to the historical values of the brand, yet communicated them with a fresh, bold twist. To reach out to a younger more cosmopolitan target, we defined 4 clusters: Young, Family, Sport and Food.
#liveoriginaler was amplified across social. With previously unseen content from campaign, recipes, scenes of consumption and our cheesy character - Doodle, we boosted Emmentaler's engagement rate.
During the shoot, we captured few extra scenes with a good friend of ours: Santa!
This extra content was then used as a Christmas activation with the contest "Find Santa and win Lapland!"