Roth Cheese | Brand Story

Transforming an entire brand.

Challenge

Roth, a maker of premium specialty cheeses, was getting lost in the crowded deli section of the grocery store. Each variety of cheese had its own unique brand identity, which meant the Roth brand had no visibility, and no meaning to the consumer. No wonder their sales had stalled.

Solution

LSB worked with the Roth team, including their master cheese makers, to create a brand experience through every consumer touchpoint. It started with a packaging overhaul. Our task was to create consistent packaging across cheeses so consumers would know that the Gouda and Havarti they already love are all from the same family.

But first, we had to define the brand. Roth Cheese is all about adventure and exploring new flavors and tastes. It’s authentic, tasty and fun, but never over-complicated. It’s cheese for foodies, by foodies.

Then, we brought the adventure positioning to life in every consumer touchpoint: website, digital advertising, paid social, print, influencer content and in-store.

Results

Increased distribution by nearly 20%

When your brand is all about adventure and exploring new flavors and tastes, your new website needs to deliver. The site LSB developed for Roth is all about real people discovering Roth Cheese through recipes, tips, and entertaining ideas. Recipes aren’t overstyled or overcomplicated—they’re authentic, tasty and fun. It’s cheese for foodies, by foodies.

Create shareable food, lifestyle, recipe, and cheeseboard photos and videos for Facebook and Instagram.

Food trucks are a growing phenomenon in the U.S. New ones are popping up everywhere and people are flocking to their fresh, gourmet food. So when Roth Cheese challenged us to help get their unfamiliar cheeses directly in the hands of consumers, we knew that a food truck was the right answer. LSB designed the wrap, created postcards, advertised the locations, and supported the events. What could have been a boring tasting turned into mini-events with a selfie opportunity and very social media-sharable content.

There wasn’t alignment across retail packaging before. We redesigned the packaging, keeping the brand positioning in mind, and created a family of cheeses by giving each individual cheese a consistent look at shelf. We made it easier for shoppers to identify and choose Roth Cheese. Retailers were fans of the new look with some saying that new packaging helped drive additional authorizations.