From foodservice secret to consumer success story.
Wisconsin’s Meister Cheese has historically been available only through food service channels. Our challenge was to create and launch a new consumer version of the brand. There was one thing we knew would connect with consumers: Meister’s unwavering belief in the humane treatment of animals. They allow their cows to graze in fields rather than confine them in stalls, don’t allow cropping of tails and have an overall policy of the fair treatment of animals. Armed with a compelling story to tell, we set out to create a consumer brand.
Following our Jumpstart process, we created a brand profile and positioning around the innocent archetype. This led and guided the rest of the branding effort from the name — Kindred Creamery — to the brand design, packaging, and website. It’s all designed to serve as a reminder that we can be kind to cows and enjoy quality cheeses. Big retailers, including Target and Meijer, took notice, and consumers did, too.
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