Universal

Advertising Universal Cheese

Universal Dairy Foods is a food service brand from the team at Pure Dairy, delivering consistently good products to chefs, cooks, quick service restaurants and owners every day.

Overview

Pure Dairy had begun restructuring its brands and was looking for a partner to help promote a new food service cheese product they had branded as Universal Dairy. Creating the new sub-brand separated the range of everyday cheese products from the Pure Dairy master brand, allowing them to deliver a unique customer value proposition. Pure Dairy asked Fluid to create campaign material in line with a marketing launch plan, including full-page press ads, trade website takeovers, and exhibition event stands.

 

Fluid started by confirming the value proposition with Pure Dairy. The benefits of introducing the brand were clear for Pure Dairy. But what needed to be clarified was what benefits it delivered to customers. After a workshopping process and some interviews with potential customers, it became apparent that most customers wanted ‘consistent performance’ from their cheese products. If a cook turns out 300 chicken parmigianas a night, they need the cheese to melt the same way every time. Food service workers already faced constant uncertainty; a sub-par performing product just adds to the chaos. Hence, the final brand essence was that Universal ‘consistently delivers everyday dairy goodness.’

Fluid presented a series of trade press ad concepts with different interpretations of how to visualise consistency, the concerns of food service customers and the differentiation of Universal’s approach. The winning idea aligned with the perspectives of food service customers; Universal’s bright, colourful personality came through with large bespoke imagery empathising with chefs’ experiences of kitchen chaos and utilised the packaging’s distinctive brand colours in clothing, lighting and graphic dividers.

The campaign launched at the Fine Food Australia trade show in Sydney, in trade magazines, digital display ads and full-page printed press ads. Industry insiders immediately identified the campaign as delivering something unique in the category.

 

Testimonial

The brains trust at Pure Dairy and the creative gurus at Fluid Branding lead by Paris Singer came up with a great campaign to support our new brand. Consistently Good Everyday; is what we live and breath throughout our entire business.

Adrian Josephson, Executive Chairman, Pure Dairy

Universal Cheese brand advertisement for magazine ad

Related Work

Fluid Branding is globally recognised as one of Australia’s leading branding agencies

© Fluid 2001-2024. Fluid is a registered trademark of Fluid Group Pty Ltd. Terms of use. Privacy policy

© Fluid 2001-2024. Fluid is a registered trademark of Fluid Group Pty Ltd. Terms of use. Privacy policy