Brand Experience | Experiential Marketing

The Castello Biergarten

THE SITUATION

Founded in 1893, Castello is a leading European artisanal cheese brand that was virtually unknown to U.S. consumers.

The Challenge

Can we get consumers to step out of their comfort zone, entice them to taste and enjoy the different Castello cheese varietals, and instill awareness and appreciation for the brand?

Consumer interviews uncovered that cheese lovers often feel intimidated and overwhelmed at the cheese counter. The cluttered cases are a sea of sameness with cheeses they have never heard of and varieties many cannot pronounce. Since the collective palate tends to favor less complex cheeses, consumers often reach for familiar varieties and brands.

Through Mindset Modeling, we identified Foodie Experience Seekers, who view exploring new tastes and foods as an integral part of their identity and attribute authenticity with higher quality. These consumers are affluent and enjoy entertaining friends and attending trendy food events.

There’s a growing cheese market, and Americans can’t get enough. Nearly 100% of those surveyed say they eat it. And 30% of adults, led by Millennials and Gen Xers, eat much more than they were a few years ago.

The Inspirational Insight

Americans suffer from cheese-timidation. But if we can make them aware, educate them, and offer them the opportunity to taste, they will seek out Castello cheeses at grocery stores.

The Concept

We conceived the Castello Biergarten. Given the passion for craft beer, we invited consumers to “hoptimize” their love of cheese in an immersive experience that paired Castello cheese with craft beer at food festivals and live events in New York, Atlanta, and Miami.

Inspira created a strategic partnership with craft brewery Dogfish Head. Castello offered consumers a one-of-a-kind cheese and beer tasting experience curated and led by internationally recognized cheesemongers.

The tasting experience for foodies and social media influencers included learning about the cheese-making process, Castello varietals, and what makes the perfect pairing. Consumers followed along on branded tasting mats and selected their favorites, making it easy to plan to purchase. We also featured a grilling station that served sliders with sliced Castello Burger Blue Cheese during the summer months.

After the tasting, consumers were invited to snap photos against the “Sweet Dreams Are Made of Cheese” backdrop, share them on social media, and download the Castello Cheeseboard Builder app to help them create perfect pairings at home. Paid influencers amplified the message by showcasing the Castello Biergarten experience in their Instagram Stories.