Friendship Dairies, Friendship, N.Y., said its new “Smooth Off Challenge” campaign, created by Partners + Napier, stands out from the cottage cheese-related “snore-fest” by taking a decidedly unprudish approach. The campaign features a female creative pair who are friends-in-real-life and “more Fey and Poehler than Rachel and Monica.”
“The campaign taps into the chemistry and connection that happens between women through authentic humor,” said Gretchen Bye, creative director at Partners + Napier. “Every woman has a sister who they get down and dirty with, a wing-woman who makes the mundane fun. That’s about as real as it gets. That’s the voice we wanted to bring to Friendship Dairies. And who doesn’t love a shirtless pool boy?”
The campaign woos cottage cheese lovers to “buy yours and try ours,” by calling out the unique smoother, creamier texture that Friendship Dairies whipped cottage cheese offers in an authentic, aspirational way, the dairy processor said. The whipped product is distinctive because it isn’t runny like typical cottage cheese — making it ideal for snacking.
“We’re so confident that cottage lovers will love the creamy-smooth texture of our whipped cottage cheese that we’re backing it up by paying them to try it and add it to their cart,” said Ray Langton, Sr., product manager of Friendship Dairies. “Our Smooth Off Challenge message of ‘buy yours, try ours’ makes it easy to experience the difference in texture and flavor. The campaign encourages trial at home by reimagining how you can snack with cottage cheese — spread it on your favorite toast, or dip your favorite fruit with no watery runoff.”
The campaign features online videos, print and radio executions launching with social video channels, digital/online, a network of influencers, search and in-store displays.