Bega Cheese Launches 'Night Cheese' Campaign to Own Late-Night Snacking Occasion

Fonterra Oceania has announced the launch of its latest campaign ‘Night Cheese’ featuring Australia’s most loved cheese brand -- Bega. The fresh work delivered by TBWA\Melbourne –The Disruption Company, sets out to establish a brand-new snacking occasion for cheese lovers across the nation.

From a cheese toastie to the main feature of the lunch box, cheese brands typically focus their marketing efforts around daytime occasions. As the category leader, Bega Cheese recognised the need to disrupt these moments in order to not only sustain but grow market share.

Research and consumer insights highlighted a gap in the cheese market: the cheeky late-night snack.

Breaking away from traditional dairy cues of conventional product, food and recipe-based creative, the new large-format OOH campaign features the iconic image of a person opening the fridge in the quiet of the night — a universal moment of craving we’ve all been guilty of.

Bianca Di Donato, marketing manager, Fonterra Oceania, said, “By identifying and owning the late-night snacking moment, we are creating a whole new experience of indulgence that is uniquely Bega. We love how the beautifully striking yet simple photography uses Bega cheese cues to activate the audience’s memory structures whilst inviting them in to fill in the blanks.”

Paul Reardon, chief creative officer, TBWA\Melbourne, said, “We heard a stat that Bega cheese is in one out of every two household fridges in the country. That’s a great reason to act like a brand leader, with something super simple and confident, without all the conventional food shots, food packs, products range, etc. By our logic, in Australia, 50% of us have, at some point, raided the kitchen fridge late at night for Bega cheese. It’s a weird thing we do — a little moment we thought was worth showing.”