Ziggurat was tasked with coming up with the name, brand identity, packaging design and associated marketing materials to target the younger, indulgent consumer "who appreciates and enjoys good food".
The new range comprises five cheeses blended with herbs and fruit and spices. This has been conveyed with descriptive and poetic copy such as: "Sweet, creamy White Stilton dancing with the citrus tang of lemons... bliss!"; and "Smooth, rounded Double Gloucester gracefully combined with mellow chive and onion... amazing!"
Another reads: "Delicious and mild crumbly Wensleydale expertly blended with tempting cranberries... magical."
The packaging features an cartoon cow jumping over a transparent crescent-moon-shaped film wrap, which displays the cheese under the in the wedge-shaped tray.
Ziggurat worked with Dairy Crest to create a new brand that would "put a smile in the mind of the consumer" with a distinctive personality and values.
Rebecca Hodgson, brand manager at Dairy Crest, said: "Ziggurat's solution to the brief was engaging and speedy. It completely understood the brief, which emphasised that the new brand would bring together appetising ingredients and suggest the target consumer's interest in food and good living.
"The agency presented more than one creative treatment that tested well in both qualitative and quantitative research with consumer test groups. Introducing 'Over the Moon' feels brave, and exciting."
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