Carmichael Lynch and animator Laura Jayne Hodkin reimagine how tweens and teens think of string cheese by offering up the option to bite, chomp, nibble, peel or twist their snacks
Frigo Cheese Heads is launching a new integrated campaign, ‘We Are All Cheese Heads,’ featuring a cast of animated characters. The campaign aims to celebrate and encourage tweens and teens to embrace their individuality and creativity.
The idea for the campaign stems from the ongoing debate about the best way to eat string cheese, creating social media fodder by pitting different eating styles against one another. Rather than taking sides, the Cheese Heads brand is reimagining how tweens and teens think of string cheese and how they eat it: biting, chomping, nibbling, peeling, twisting or any other way they choose to enjoy the snack.
“There’s an infinite number of ways to eat Cheese Heads, just like there’s an infinite number of ways for kids to be themselves,” said David Cherrie, Saputo Dairy USA vice president, marketing and innovation. “We see great opportunity for this campaign to entertain tweens and teens and inspire them to be themselves and embrace their creativity in a fun and relatable way while also appealing to their parents.”
To bring this campaign idea to life, Saputo Dairy USA and agency of record Carmichael Lynch partnered with London-based director/animator Laura Jayne Hodkin and her team at Strange Beast to create a cast of characters that showcase the creative ways Cheese Heads snacks can look. Each with its own unique personality and style, the Cheese Heads characters are an embodiment of self-expression and creativity.
The new national campaign, which launches this month in the United States, will include digital videos, programmatic display, custom media integrations, paid social, influencer partnerships, public relations and more that resonate with tweens. In one of the first spots to run, ‘Fridge,’ the audience is introduced to the cast of characters and the home in which they live.
CLIENT
VP, MARKETING & INNOVATION: David Cherrie
DIRECTOR, MARKETING: Brad Panarese
MARKETING MANAGER: Nicole Austin
GRAPHIC DESIGNER: Kelsey Gugliuzza
AGENCY
AGENCY: Carmichael Lynch
CHIEF CREATIVE OFFICER: Marty Senn
EXEC CREATIVE DIRECTOR/DESIGN: Milton Un
GROUP CREATIVE DIRECTOR: Jason Bottenus
SENIOR WRITER: Alex Barrett, John Sokolowski
SENIOR DESIGNER: Jed Heuer, Loren Purcell and Andrew Wetzel
HEAD OF PRODUCTION: N/A
EXECUTIVE PRODUCER: Henni Iwarsson
DIRECTOR OF BUSINESS AFFAIRS, PRODUCTION: Vicki Oachs
CONTENT BUSINESS AFFAIRS: Tara DiNicola
ACCOUNT MANAGEMENT TEAM: Sarah Scherbring, Andrea Serrian, Hanna Madren, Anna Gordon
SENIOR PROJECT MANAGER: Mandi Longtin
BRAND PLANNING TEAM: Maria Pazos, Brianna Holmes, Ada LaChapelle
MEDIA: Nellie Murray, Tracy Krulich, Sarah Dybicz, Emma Hanson
PUBLIC RELATIONS: Jill Schmidt, Samantha Liebhard
SOCIAL ENGAGEMENT: Ingrid Pfefferie, Elizabeth McLean, Jordan Peterson
STUDIO ARTISTS: Eric Byrd
ASSET MANAGEMENT: Jane Kolles, Shodee Sawyer
PROOFREADER: Jay Ditzer
ACCOUNTING: Marie Spain-Maas
PRODUCTION
PRODUCTION COMPANY: Strange Beast
DIRECTOR: Laura Jayne Hodkin
MANAGING EXECUTIVE PRODUCER: Zoe Muslim
PRODUCER: Melissa Venet, Nefeli Petika, Kate Goodwin
PRODUCTION ASSISTANT: Alex Dudok de Wit
ENVIRONMENT DESIGN: Kyle Platts
ENVIRONMENT DESIGN: Hoon Yoon
STORYBOARD/ANIMATIC: Barry Reynolds
ANIMATION LEAD: Matt Lloyd
2D ANIMATOR: Cambell Hartley
2D ANIMATOR: Nelly Michenaud
2D ANIMATOR: Setareh Erfan
2D ANIMATOR: Harriet Gillian
2D ANIMATOR: Sheetal Thankey
2D ANIMATOR: Christa Jarrold
2D ANIMATOR: Matt Partridge
2D ANIMATOR: Cako Facioli
ANIMATION ASSISTANT: Simona Mehandzhieva
ANIMATION ASSISTANT: Eloise Garlick
ANIMATION ASSISTANT: Larry Zochowski
ANIMATION ASSISTANT: Sacha Beeley
ANIMATION ASSISTANT: Pete Chownsmith
ANIMATION ASSISTANT: Caitlin McCarthy
ANIMATION ASSISTANT: Daniel Stankler
ANIMATION ASSISTANT: Alexandra Parkinson
2D COMPOSITING: Corinne Ladeinde
2D COMPOSITING: Federico Parodi
2D COMPOSITING: Linus Kraemer
POST PRODUCTION & VERSIONING: Coffee & TV
MIX AND SOUND DESIGN
MIX AND SOUND DESIGN: Sisterboss
AUDIO ENGINEER: Micah Johnson
AUDIO EXECUTIVE PRODUCER: Annie Sparrows
AUDIO PRODUCER: Jill Asp
MUSIC
MUSIC COMPANY: Skillbard
TALENT
VOICE OVER TALENT: Larry Cedar/Narrator ‘Fridge’
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