CHALLENGE
Applewood is the original smoky cheddar and category leader, but it was losing relevance with younger consumers. With minimal category growth and new entrants competing for share, our challenge was to reposition Applewood to defend its leadership and unlock new growth by appealing to a new generation of cheese lovers without losing its loyal core.
INSIGHT
Cheese is addictive and high on the list of foods we crave when we eat for pleasure. Applewood’s moreish combination of subtle smoky aromas and creamy mouthfeel amplify enjoyment further hitting the ‘hedonic eating’ spot.
SOLUTION
We identified a group of cheese obsessives who live for their next cheese hit – ‘gastrohedonists’ who reach for cheese in all formats, on all occasions. Applewood has the perfect taste credentials to satisfy their desire for sensory pleasure. We repositioned the brand as the ultimate dreamy indulgence and meal-maker, elevating it from a niche cheeseboard choice to an everyday source of delight.
IMPACT
Clear creative direction to guide the evolution of the packaging, visual identity and broader brand world.
Increased brand coherence creating a strong, unified foundation and brand voice across touch points.
Reignited momentum and brand growth with 8% YOY growth by value.
