Cheeky Cheestrings Campaign Demonstrates the Brand Is as Canadian as It Gets

Lactalis Canada’s Cheestrings brand launched a new campaign to help Canadians define what it means to be a truly Canadian brand.

In a study conducted by the brand last year, “Made in Canada” was cited as the top criterion behind how Canadians selected their cheese. Now with a “buy Canadian” wave spreading across the country consumers are expressing confusion about what products are truly Canadian. In fact, a recent Pollara poll revealed that 85% of Canadians wish it was easier to identify Canadian products.

In response, Cheestrings is making it easier for Canadians to identify its beloved cheese. As a cheese that is sourced, manufactured, packaged and sold completely and only in Canada, the brand is using billboards to express pride for how wholly Canadian it is through a campaign called “Cheestrings: Made with 0% American Cheese” and will run in the GTA starting on February 6. Broken Heart Love Affair is the creative and PR agency, with Zenith Canada for media.

There’s never been a more critical time to help Canadian consumers identify Canadian products and brands,” said Sabrina Zollo, vice president, marketing, Cheese & Table Spreads at Lactalis Canada, adding, “Cheestrings is as Canadian as it gets so we thought it was important to highlight this in the irreverent, cheeky way that Cheestrings always communicates."

BHLA creative directors, Mike and Marty added, “We had some fun with this one, which is the beauty of working with the Cheestrings brand. The ask was to help Canadians easily identify products that are made in Canada, but Cheestrings is a brand that has some edge and absurdity to it, so we felt we needed to do it in a more playful, provocative way.  Plus, we think it’s funny, and it seems we Canadians could use a laugh these days.”

Cheestrings is manufactured in Victoriaville, Quebec and carries the Dairy Farmers of Canada Blue Cow logo indicating is made with 100% Canadian milk and milk ingredients. Cheestrings is available in all major grocery retailers across Canada.