1 Havarti Brand: Havarti Awareness Campaign

Arla Foods partnered with QNY to grow the Havarti category within the US specialty cheese market and position Castello as the category leader.

QNY Created a 360 Discover Havarti campaign to drive awareness, household penetration and buy rate of Havarti within the US market through an integrated marketing strategy.

• Drives awareness of and positions Havarti as an approachable, versatile, every day cheese.
• Educates consumers on Havarti to increase consideration, drive household penetration and increase usage.
• Increases loyalty by communicating Castello’s point of difference and reasons to believe.
• Supports new distribution and strategic sales customers.

Castello became the Havarti category leader with 43% $ share in the Specialty Cheese Category with the Discover Havarti campaign.

• Havarti share grew +8.3% (6.5pp) vs. YA.

The Discover Havarti campaign lead to Castello Havarti Household Penetration to growth to +25% HHP meeting their consumer objective.

Driving Havarti sales growth by 25% vs. YA