Jarlsberg

Jarlsberg, a heritage cheese brand with strong retail distribution but declining relevance with younger consumers, needed a performance-driven media strategy to re-establish awareness, drive consideration, and convert audiences into shoppers. With limited active digital media in market and a core audience skewing older, the brand needed to reach new, high-value audiences and build measurable momentum across digital touch points.

We developed a full-funnel digital media plan rooted in audience data and connected experiences. Performance media was tailored to reach millennials and emerging cheese consumers across the buying journey, from top-of-funnel awareness to in-market purchase intent.

We deployed targeted social ads and display across Facebook, Instagram, and lifestyle sites to introduce the "Life's Best Served with Jarlsberg" campaign and drive discovery. Paid search captured intent when consumers were actively researching recipes and meal ideas. GPS-based mobile ads reached shoppers in-store to influence purchase decisions and drive coupon engagement. A campaign microsite featuring recipe inspiration and coupons served as the conversion hub while enabling cross-tactic measurement. By continuously optimizing toward performance outcomes — from clicks to site traffic to coupon downloads — we ensured spend delivered measurable impact.