A staple on cheese plates around the world, Jarlsberg was faced with an aging consumer whose fond moments and traditions associated with the specialty cheese were fading, and the brand simply wasn’t translating to younger generations. They needed help re-positioning to be more relevant for today’s Millennial consumer; to tell deeper, more emotional, more relatable stories; to be reinvigorated without relying on cheesy puns. Oh crap, that was a pun, wasn’t it? Oh well. Anyways...

Despite dominant nationwide distribution, Jarlsberg consumers were nearly the same age as the brand itself, with 31% over the age of 50, and purchases were dwindling. To make things more challenging, it’d been three years since active media and a targeted marketing strategy had been in market, so consumer awareness and affinity were shrinking by the day. If a change wasn’t made quickly, that distribution advantage would soon disappear. That’s why they needed a campaign that would infuse the brand into the lives of consumers of all ages and drive sales immediately.

Through immersive in-store research followed by in-depth consumer analysis, the Digital Surgeons team drilled into the buying habits and emotional triggers of our target Older Millennial audience to develop a connected experience that would give Jarlsberg a seat at the table. We saw immediate, monumental validation of our media strategy within only two weeks.