A subtle change in the tagline and creative strategy in Dairy Management's cheese advertising is an effort to make sampling cheddar more inclusive, said executives at the company and its new agency, DDB.
"Ahh, the power of cheese," is the tagline that DDB Chicago created to replace Leo Burnett's "Behold, the power of cheese."
" 'Behold,' is a little standoffish," said Bob Klein, a svp at Burnett. " 'Ahh' is inclusive." Added Dick Cooper, vp of cheese marketing at Rosement, Ill.-based DMI, " 'Ah' demonstrates enjoyment."
DDB won DMI's $30 million account in May after a review narrowed to Goodby, Silverstein & Partners, San Francisco, BBDO Worldwide, New York, and Euro RSCG Tatham, Chicago. Burnett resigned the account last January, even though its "Behold" campaign had been deemed a success.
DDB's successful pitch included the "Ahh" line and the scenario that comprises part of the agency's first TV spot for the client, breaking Jan. 31. That spot, "Election," includes a cameo from former U.S. Sen. Bob Dole. Dole says a candidate who admitted on TV that he doesn't like cheese is a "doofus."
"We wanted to add an element of reality to the spot," Klein said of Dole's quote.
The humorous setup begins when the candidate is offered a plate of cheese by a young girl, which alerts the public of his disdain for the product. Cheese activists and farmers rally against the candidate; a young boy eating pizza calls him doofus and his campaign fizzles.
Subsequent spots will use humor but with a different spin. The common thread is an effort to "trigger the craving" for cheese, Klein said.