Jarlsberg has an old-person problem.
The Norwegian cheese brand’s customers are getting older, and in an effort to drive awareness and sales among younger people, it’s emphasizing digital media, influencers and pop-ups.
“We needed to target a younger audience,” said Violet Degnan, marketing and communications specialist for at Norseland, Jarlsberg’s U.S. importer and distributor. “The majority [of millennials] recognize Jarslberg through in-store distribution, but many don’t have an association with the brand itself and don’t understand the flavor profile.”
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