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.