Cello using AI to give consumers info on cheese
The company has also partnered with agency Partners + Napier on a campaign to tackle what it said are the biggest “intimidation factors” in selecting specialty cheese, including how to choose the right cheese and how to build the best cheese board.
“There are a lot of people who love specialty cheese but don’t consider themselves experts, and crave guidance from brands so they can better navigate the category,” said Mike Currie, director of marketing at Schuman Cheese.
“We want people to know that they don’t have to be a cheese connoisseur in order to enjoy premium cheese confidently. All they have to do is look for our distinctive black label.”
The “Cheese Confidently” campaign launched in September and will continue to run in the NYC metro market and along the East Coast at key retailers. The campaign includes online video, social media, digital couponing and DFSIs, SEM, point-of-sale, and a partnership with Instacart as a Featured Product.
Cello Chatbot, which recently launched on Facebook Messenger, gives users immediate answers to product questions, recommendations based on preferences, recipe ideas, and food and drink pairings. The Chatbot will also include a feature that directs user to their local retailer for purchase.
The company not only produces cheese in Wisconsin, but also imports a variety of cheeses from Europe and South America.
