GLOBAL cheese brand
A top-selling premium spreadable cheese with presence in over 35 countries and hundreds of millions in annual revenue came to Ipsos Consulting to solve their pressing needs.
1
PROBLEM
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A major cheese brand sought to grow its relevance in modern social food moments, especially among Millennials. The challenge: understand evolving gathering rituals and identify how the brand could play a stronger role.
2
METHOD
We ran immersive 7-day digital ethnographies across two markets, using:
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4 consumer blogs (users and non-users)
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Rich storytelling and visual inputs
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Social media listening and cultural analysis
This uncovered emotional drivers, functional needs, and usage patterns around gatherings.
3
RESULTS
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Opportunity to position the brand as an effortless, creative ally in hosting moments—helping consumers feel confident, inspired, and original without pressure.
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Strategic roadmap delivered to tailor messaging by market:
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In one, highlighting tradition and everyday authenticity
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In the other, elevating the brand as a social marker and creative touch
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Identified brand strengths in sensuality, versatility, and gathering enhancement—yet underused in casual moments, representing clear growth potential.