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Lactalis begins Cheestrings campaign

Lactalis Canada has begun a campaign for its Black Diamond Cheestrings product line. Developed by Broken Heart Love Affair of Toronto, the campaign includes a billboard at Yonge-Dundas Square in the style of a classified ad offering to trade a single Cheestring. The execution includes a telephone number that consumers could call to offer trades. According to the company, over three days, items offered for trade includes two cats, a broken lawnmower, basketball cards, a gorilla statue and a yacht. The billboard is accompanied by an online video and a television commercial.

“We all remember trading snacks like Cheestrings at school when we were kids,” said Jordan Hamer, creative director at Broken Heart Love Affair. “We wanted the billboard stunt to help adults remember their fun side.”

The initiative is part of a larger brand campaign called “Keep it Cheesy,” which includes television, online video and out-of-home advertising, as well as social media content. Media work is being handled by Epitaph and Zenith Media.

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