New Jarlsberg Campaign Targets Baby Boomers, Their Kids 03/06/2018


Jarlsberg Cheese is out with a new
campaign—“Life’s Best Served With Jarlsberg”–as the Norwegian-based food brand refreshes its global platform and aligns with outside creative agencies for the first

Digital Surgeons handled all of the creative, including digital elements, advertising, website and media buying. Bender Group is overseeing PR outreach.

The “Life’s Best
Served With Jarlsberg” creative–targeting older Millennials and baby boomers–is designed to highlight memories people build around the cheese. This message is designed to be adaptable to regional
markets to address local customs, celebrations, and recipes.

The overhauled brand platform will be leveraged across digital ads, brand ambassadors/influencers, in-store mobile and digital
coupons. Additionally, Jarlsberg will debut a first-ever dynamic out-of-home Times Square Billboard in New York City.



All creative is meant to drive consumers to a new microsite where shoppers can find coupons and recipes.
“As millennials and echo booms  (aka older millennials) enter the peak
ages where rituals around family life and cuisine are reestablished, we want to ensure they’re reminded of Jarlsberg, its great taste, and the pleasant memories they associate with it,” says
Valerie Liu, marketing manager, Jarlsberg.

The campaign runs through April 13 in the New York market with plans to expand nationwide and globally over the coming year.

Jarlsberg is one of the most recognizable brands in Norway, it remains a niche brand in the U.S. Most of its previous communications have been smaller in scale and reach. For instance an in-house
social media campaign was designed to celebrate the brand’s 60th anniversary two years ago. 

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