Président Cheese molds its social presence
Cut the cheese, please! This past week, Président Cheese, with the help of digital agency Huge and a stable of bloggers, unveiled a new website. The brand has also finally joined the social fray, launching its presence on Facebook, Twitter, Pinterest and Instagram. But can it catch up to its already well-aged competitors already established in the space?
“We are so excited to bring the Art of Cheese to life for our consumers by spotlighting the versatility of Président products in this dynamic digital showcase,” said Karine Blake, Marketing Director at Lactalis American Group, the parent company of Président Cheese in a recent press release.
The new website, dubbed “The Art of Cheese,” showcases large photographs and Président Cheese-inspired posts from seven bloggers (A Daily Something, DesignLoveFest, De Su Mama, Oh Happy Day, Pizzarrie, Spoon Fork Bacon, and Two Peas and Their Pod), a search tool where users can find Président Cheese products, and recent posts on Pinterest from the brand. There’s also a page explaining basic information about the different cheeses Président offers: If you didn’t know the difference between Camembert and Brie, well, now you will.
Content from its website (and the food bloggers’ postings) will then be disseminated via its other social networks with some help from paid media. On Twitter, for example, Président is mostly retweeting tweets from its chosen bloggers. Most of its social efforts though, according to Emil Lanne, the creative director at Huge who worked on the campaign, will be funneled into Pinterest and Instagram.
“It’s a judgement call from brand to brand,” said Lanne. “But Pinterest is massive — and a lot of these women will find recipes on Pinterest and use them at the supermarket.”
On Pinterest, the brand is posting helpful infographics, like how to cut the cheese, and well-shot photos of food. In order to get new users to start pinning, Président is holding a pin-to-win contest for $50 in Président-related goods.
“It’s a challenge to build a brand and drive followers today,” said Lanne. “People aren’t ‘liking’ brands the same way they used to, and there’s a little bit of fatigue out there on social. But I’m hopeful that our approach of creating this web of things that link to each other will drive interest in a collaborative way.”
Combined, the bloggers have an audience of 2 million monthly pageviews and 100,000 Twitter followers. However, as Président has only gotten online at this late date, the brand is way behind. Another large cheese brand, Boursin, has more than 6,000 followers on Facebook (though only 500 on Twitter). Tillamook has more than 400,000 followers on Facebook, more than 17,000 on Twitter, and more than 2,000 followers on Pinterest. For now, however, Président is less concerned about competitors and more concerned with getting the word out to distributors.
“The goal for Président was getting others to think about marketing cheese differently and educate their retail channels about how consumers get influenced these days,” said Lanne. “They’re not getting recipes from television; they’re living online.”
‘You’re not going to get it all right’: IBM CMO Michelle Peluso on managing through a crisis
As marketers manage another crisis, they are thinking about how to help their teams as well as how they should be advertising.
‘Stand for something’: As protests continue, tone-deaf influencer marketing is in the spotlight
Questions about diversity in influencer marketing, opportunism and the need for brands to get comfortable with influencers taking a stance on politics and racial issues are bubbling up now as this may be a moment of self-reflection for the influencer marketing community.
‘There isn’t a talent pipeline problem’: Confessions of a black advertising exec
In this edition of our Confessions series, in which we exchange anonymity for candor, we hear from a black media buyer who believes brands need to do more to support for Black Lives Matter and that agencies still haven't truly changed their hiring policies.
SponsoredVideo: Marketers discuss the future state of less interruptive in-stream ads
In a new video, experts from GumGum, The Martin Agency and Pinterest discuss the future of video advertising — and outline their vision for how video ads can be less disruptive.
Member ExclusiveDigiday Research: Over half of brands say they handle marketing ‘mostly’ with internal resources
Digiday’s quarterly benchmarking survey found that about 83% of marketers are managing their marketing either mostly in-house or completely in-house. That's up from the 55% of marketers six months ago who said the same.
Member Exclusive‘Our job is to sell’: Marketers, moving past coronavirus response, return to selling products
Marketers need to get back to the job at hand: Keeping the squeaky wheels of capitalism turning.