Madison, Wisconsin – Shine United and longtime client, the Wisconsin Milk Marketing Board, have partnered to create a new four-part print campaign titled “Enticement” to highlight the alluring quality of Wisconsin cheese. “The Enticement campaign continues to build on our strategy of positioning Wisconsin cheese as being deliciously extraordinary. I believe we were able to capture the high level of pride and craftsmanship that goes into making Wisconsin cheese,” said Dave Bavlnka, vice president of advertising at the Wisconsin Milk Marketing Board.
Envisioning Enticement
Wisconsin makes over 600 varieties, types and styles of cheese, and has earned more tasting awards than any other state or country for its cheese. The goal of the new print campaign is to portray Wisconsin cheese as the gourmet item that it truly is. In the sixth year of producing print campaigns together, Shine United and the Wisconsin Milk Marketing Board were challenged with capturing the award-winning taste and flavor of Wisconsin cheese, and translating it into a two-dimensional print media.
The solution was using stunning photography to position each cheese as a sculpted work of art. “Our goal creatively is to bring the deliciousness and quality of these handcrafted cheeses to life. From captivating headlines, beautiful photography and gourmet food styling, to hand-lettered typography, these ads place Wisconsin cheese on the pedestals they deserve,” said John Krull, partner and creative director at Shine United.
The featured cheeses include Marieke® Gouda Bacon, Roth® Prairie Sunset™, Sartori Espresso BellaVitano® and Uplands Pleasant Ridge Reserve. Each cheese is accompanied by enticing headlines, such as “Hello, tall golden and delicious.” and “Is it flavorful in here or is it just me?” The print ads will be featured in a variety of lifestyle and fine cooking publications that attract foodies and cheese lovers.
Shine United: Aleah Schroeder / aschroeder(at)shineunited(dot)com / 608.442.7373
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Wisconsin Milk Marketing Board
The Wisconsin Milk Marketing Board is a nonprofit organization of dairy producers that promotes the consumption of milk, cheese, and other dairy products made in America’s Dairyland.
Shine United
Shine United is a $41 million advertising, design, and interactive agency located in Madison, Wisconsin. The privately held company’s client roster includes national brands such as Harley Davidson, LaCrosse Footwear, Wisconsin cheese, GORE-TEX® Running Footwear, Amazon.com, Winston Fly Rods, and Kohler Co. Shine is an environment where creativity, brilliance, and teamwork are allowed to flourish — part of the reason we were named one of the best places to work by Outside Magazine the past three years.
Learn more at ShineUnited.com. Shine On.
Source: Wisconsin Milk Marketing Board
