The US launch of MAINLAND Cheese and Anchor Butter products marked a pivotal moment, characterized by a robust and aggressive marketing campaign. The primary goal was to invigorate retail sales and imprint the products in customers’ minds, ensuring they actively sought them by name. This encompassed a strategic integration of trade and consumer advertising, promotional campaigns, public relations initiatives, and product sampling, with a specific focus on all cheddar cheese products.

The impact of this powerful effort extended to the retention of MAINLAND cheese by The Cheeseworks, a national distributor of specialty cheeses, and successful penetration into Whole Foods Markets. The strategic approach employed in the marketing campaigns not only energized sales but also solidified the presence of MAINLAND products in the highly competitive American market.

Tony Meredith, Category Director, expressed gratitude for the pivotal role played by Leonardo Design in gaining a foothold on American soil. The national campaigns developed for Mainland Cheddar Cheese and Anchor Butter product lines continue to resonate, with lasting impact evident in press coverage and point of purchase materials even two years post-launch. The work has achieved iconic recognition, showcasing the enduring success of the collaboration.