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Challenge

Kurt Beecher Dammeier opened his first Beecher’s store in 2003, fulfilling his lifelong dream of giving people good cheese without harmful additives or preservatives.

20 years later, Beecher’s has expanded that ethos to a full repertoire of sides and appetizers like mac & cheese (ahem, the world’s best), lasagna, street corn, tomato soup, and so much more.

Solution? Solidify Beecher’s well-earned spot at the top of the Pacific Northwest food scene by raising awareness of its frozen products.

Insights & Strategy

Not every brand has a support system as *enthusiastic* as Beecher’s, so we leaned into the lore by letting the superfans do the talking.

Solution

To bridge the gap between hyper-contextual ad placements and hunger pangs, we worked with SpecialGuest to produce twelve videos pairing real fan reviews with mouth-watering macro shots of Beecher’s products, focusing on the most over-the-top, bubbling cheese, drips, and splashes.

Three dozen spots of varying lengths are now running on OTT and social media (YouTube pre roll, Instagram, LinkedIn) in the Seattle/Tacoma market, with more rolling out nationwide in 2024.

Each spot is built around a real comment that types across the screen as if for the first time. Throw some hot sax, funky beats, and aggressively cheesy close-ups into the mix, and you’ve got an ad with legs.

“Not every brand has vocal superfans… Beecher’s really does,” said founder and CEO Kurt Beecher Dammeier. “So, we let them speak for the brand and, in turn, communicate the authenticity and quality of Beecher’s.”

Results

With 54 million impressions, sales skyrocketed (along with a significant boost in brand awareness, per the post-campaign survey).

 

 

 

 

 

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