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The Castello Biergarten

Castello Cheese sampling experiential marketing

The Challenge

A top Danish brand, Castello Cheese wanted a memorable way to introduce its creatively crafted cheeses to American consumers.

Our Strategy & Activation

We partnered with craft brewery, Dogfish Head, and invited consumers to “Hoptimize” their love of Cheese in an immersive Biergarten experience that won Silver for Best Sampling Campaign at the PRO Awards. At food festivals in New York and Atlanta, internationally recognized cheesemongers offered a beer-and-cheese sample while providing education about the cheese making process. Additionally, a grilling station served up blue cheese topped sliders and provided scrumptious summer recipes. Consumers and local foodie influencers were also invited to share photos from a selfie wall and download a custom cheese board app to craft the perfect cheese board at home.