{"id":7071,"date":"2024-07-23T11:50:30","date_gmt":"2024-07-23T15:50:30","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2024\/07\/23\/why-frigo-cheese-heads-deserves-its-own-characters-to-represent-string-cheese\/"},"modified":"2024-07-23T11:50:30","modified_gmt":"2024-07-23T15:50:30","slug":"why-frigo-cheese-heads-deserves-its-own-characters-to-represent-string-cheese","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/why-frigo-cheese-heads-deserves-its-own-characters-to-represent-string-cheese\/7071\/","title":{"rendered":"Why Frigo Cheese Heads Deserves Its Own Characters To Represent String Cheese"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Heather Taylor, Editor-in-Chief, PopIcon<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">If you peel back enough layers, you\u2019ll discover there\u2019s more humanity in string cheese than you\u2019d think.<\/p>\n\n\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2024\/07\/frigo_cheese_heads_packaging.png\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">One of the most obvious examples is found in the way we eat string cheese. The internet has largely decided there is a right and wrong way to do it. \u201cBarbarians\u201d are those that chomp or bite into a cheese stick. Those that take the time to peel it for its strings get the \u201cnormal human\u201d designation, although neither approach is inherently right or wrong. The idea that all approaches to string cheese consumption are right was the inspiration behind <a href=\"https:\/\/www.frigocheeseheads.com\/\" target=\"_blank\" rel=\"noopener\">Frigo Cheese Heads<\/a> launching a 2022 campaign called \u201cWe Are All Cheese Heads.\u201d Not only does this campaign celebrate being who you are and snacking however you want, but it also put a name and personality into its primary brand mascot \u2014 Clark Cheese Head \u2014 and gave him an entire cast of friends in the Cheese Head crew.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cWe Are All Cheese Heads\u201d is still active so PopIcon decided to check in and see where the Cheese Heads are at in 2024. We\u2019re joined by Jason Bottenus, Executive Creative Director at <a href=\"https:\/\/carmichaellynch.com\/\" target=\"_blank\" rel=\"noopener\">Carmichael Lynch<\/a> and Jenny Englert, Director of Marketing at <a href=\"https:\/\/saputo.com\/\" target=\"_blank\" rel=\"noopener\">Saputo<\/a>, to learn more about the new characters, the evolving personality of Clark Cheese Head, and why string cheese is deserving of its own brand mascot and roster of characters.<\/p>\n\n\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2024\/07\/frigo_we_are_all_cheese_heads.png\" alt=\"\"\/><\/figure>\n\r\n<h3 class=\"wp-block-heading\"><strong>PopIcon: How long has Frigo had these characters as their mascots?<\/strong><\/h3>\n<p class=\"wp-block-paragraph\"><strong>Jason Bottenus:<\/strong> The brand has always had a Cheese Head character as part of its name and logo. The Cheese Head has had a few evolutions over time, with the most recent version being around for only a few years.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">When Carmichael Lynch began working with Saputo\/Frigo Cheese Heads, our task was to increase brand awareness and differentiation. What better way to do that than to lean into what makes Cheese Heads Cheese Heads? We used the insight that there\u2019s no wrong way to eat string cheese to inspire a whole cast of string cheese characters to surround Clark, our main character.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>PopIcon: Didn&rsquo;t Clark Cheese Head used to look a little bit different? What went into the redesign decision for the character?<\/strong><\/h3>\n<p class=\"wp-block-paragraph\"><strong>Jenny Englert:<\/strong> Yes, there have been a few iterations since the 1990s. The character that became Clark evolved naturally as the brand evolved and modernized. The current iteration is what inspired the style of our campaign and the surrounding cast of characters.<\/p>\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2024\/07\/frigo_cheese_heads_timeline.png\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">The Frigo Cheese Heads brand came to Saputo when we acquired the Stella Foods Inc. business in 1997 (along with the rest of the Frigo portfolio). The character was originally added to the pack in 1995 to reinforce the fun nature of string cheese (and to make the brand more appealing to a younger demographic). By the early 2000s, the character was adapted to give it a more defined and recognizable look.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In 2011, the character was made to appear more contemporary. The logo was adapted to make the \u201cCheese Heads guy\u201d appear healthier as the brand worked to call out more of the nutritional claims and benefits of string cheese. The brand team conducted further research to better understand the consumer and what they were looking for in 2017. Recognizing the opportunity to move from kid-focused packaging to total family, the team did an overhaul on the entire package and reinvented the character.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Based on the research, we created a new design that was appealing to all Frigo Cheese Heads consumers (and is the design we are still using today on the outer packaging). Consumers found the current character on the pack to be friendlier, more fun, and more cheeselike.<\/p>\n\n\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2024\/07\/frigo_cheese_heads_characters.png\" alt=\"\"\/><\/figure>\n\r\n<h3 class=\"wp-block-heading\"><strong>PopIcon: Now that we know more about Clark (a lot more!), who are the string cheese characters surrounding him? Let&rsquo;s break down the personalities of Sarah Swirls, Liah Light, and Cole B. Jack in addition to Clark.<\/strong><\/h3>\n<p class=\"wp-block-paragraph\"><strong>JB:<\/strong> Clark is a classic. Probably everyone\u2019s first friend when they moved to the (fridge) neighborhood. He likes reading more than running, tennis over football, and has (proudly) owned only four different pairs of pants since 2018.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Sarah Swirls isn\u2019t Clark\u2019s copilot. She\u2019s just the second pilot. It\u2019s not that she\u2019s one of the guys; it\u2019s more that all the guys want to be friends with her. Strong willed, witty, clever, and secure, she\u2019s seen more movies than you and knows cooler bands than you.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Liah Light is young, but fierce. Never one to back down from anything, she won\u2019t hesitate to stand up for herself to her friends, but there\u2019s also no one more loyal. If you manage to peel back a few layers though, she has a sweet spot deep down. She loves classical music, but only when the melodies inspire punk songs.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Cole B. Jack is the new guy in town. He\u2019s maybe a little oblivious to how this whole thing works, but just happy to be here. He\u2019s not dumb; quite the opposite. Just a little odd. Funny without trying to be. He once spent an entire evening with the King of Monaco, without knowing that Monaco was \u201creal.\u201d<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>PopIcon: Out of all the characters, Clark is the standout and not just because he&rsquo;s the original in all things string cheese. What is it about Clark that resonates with consumers?<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">https:\/\/www.instagram.com\/p\/C0UX28CLGnw\/<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>JB:<\/strong> As the leader of our Cheese Head crew, we wanted to give Clark an everyman-ness that would resonate with the widest audience. He\u2019s genuine, eager, and plays the central figure in all the shenanigans the Cheese Heads get into. But he\u2019s less of a Superman, and more of a John Q. Public that serves as the \u201cglue guy\u201d in every friend group.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>PopIcon: There&rsquo;s such a sense of worldbuilding baked into the main character and the supporting cast that makes them perfect to thrive on social media. What&rsquo;s your approach in using these characters on platforms like Instagram to connect with audiences? <\/strong><\/h3>\n<p class=\"wp-block-paragraph\"><strong>JB:<\/strong> Our approach on social media is to lean into how the platforms naturally work and create content that entertains, rather than just creating ads.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">https:\/\/www.instagram.com\/p\/C9fWp4YTjh7\/<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">From the beginning, we thought of this as more of a sitcom than an ad campaign. It allows our audience to relate more to the characters when we\u2019re subtle and true in expressing their personalities, rather than overt and heavy-handed. It would\u2019ve been too easy to create, for example, a sharp cheddar character with a \u201csharp\u201d wit.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>PopIcon: What has been the most rewarding part of working on the We Are All Cheese Heads campaign?<\/strong><\/h3>\n<p class=\"wp-block-paragraph\"><strong>JB:<\/strong> The best part about working on We Are All Cheese Heads is the world-class brand-building, initially through episodic content, and then expanding on it through quick hits on social, gaming, and activations. When the North Star is \u201cWhat would an anthropomorphic string cheese do or think?\u201d the possibilities are as entertaining to us as they are for our audiences.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Our intent in 2024 is to continue to expand the We Are All Cheese Heads world and show up in new, exciting, and culturally relevant ways.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>PopIcon: This leads us to ask what we consider to be one of the most important questions: why does string cheese deserve its own brand mascot and characters?<\/strong><\/h3>\n<p class=\"wp-block-paragraph\"><strong>JB:<\/strong> The character and name were originally introduced in the mid-1990s, to reinforce the fun nature of string cheese and connect with a younger audience.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">https:\/\/www.instagram.com\/p\/C01uMj7skcO\/?img_index=1<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Today, Frigo Cheese Heads deserves its own mascot and characters because string cheese is inherently fun, inherently silly, and frankly, already kind of human shaped as a product. It\u2019s a classic snack that nearly everyone had as children, and most certainly doesn\u2019t need to take itself seriously. The idea of overly corporate branding for string cheese just never made sense to us.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The character is obviously a very distinctive and differentiating asset for the brand that we believed deserved even more visibility. Building out a broader cast of characters and the world they live in helped us reinforce our belief that there\u2019s no wrong way to eat Cheese Heads string cheese.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Image credits: Frigo Cheese Heads<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">About the Author<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Heather Taylor is the senior writer and editor-in-chief of PopIcon, Advertising Week\u2019s blog about brand mascots. Got a pitch on brand mascots or want to wax nostalgic about characters? Drop her a line at howveryheather@gmail.com.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>If you peel back enough layers, you\u2019ll discover there\u2019s more humanity in string cheese than you\u2019d think.<\/p>\n","protected":false},"author":7,"featured_media":7072,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[15],"topics":[2],"class_list":["post-7071","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-popicon","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Why Frigo Cheese Heads Deserves Its Own Characters To Represent String Cheese | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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