Castello imported cheeses lacked awareness in the overcrowded U.S. specialty cheese category. An integration within the Hollywood film “Burnt,” starring Bradley Cooper as a Michelin star-winning chef, provided an ideal opportunity to deliver the brand’s “creatively crafted” message to America’s cheese lovers. Our challenge: Leverage the star-power of the film to motivate food enthusiasts to create inspiring dishes using Castello cheese.
Drive awareness and trial timed from the pre-theatrical release of the film in October all the way through Oscar season by associating Castello with the stylish cooking shown in the movie. On-package messaging, social content and an “Unlock Your Inner Chef” sweepstakes drove foodies to CastelloCheeseUSA.com for movie-inspired recipes and the chance to win a trip to the U.S. premiere. Fifty bloggers created recipes for a “Creatively Crafted Movie Night with Castello.” A “Burnt” themed media relations package included b-roll of celebrity chef/spokesperson Michael Symon on the “Red Carpet” interviewing the cast and at a VIP premiere after-party featuring a Castello cheese bar. And for the very first time, Castello advertising appeared in the U.S. on the Food Network and Cooking Channel.
The campaign generated 346 million impressions across paid, earned, owned and social channels. There were 94.8 million social impressions, more than 107 times the impressions over the same period the year prior, and nearly 28,000 website visits, an increase of more than 300 percent. Aided brand awareness increased 5 points, and brand consideration 4 points. Castello secured a strong return with the integration —more than 38 times its investment.