In a category full of commodity products and categorised by sameness, our approach was to stand out, communicating that Dairyworks was something different. A natural wood background and gourmet food photography gave premium cues, while the kids’ range used eye-catching colours and fun characters to really ‘pop’ on shelf.
Meanwhile, the physical packs were designed to highlight their convenient size and features, such as being resealable.
Despite a host of competitive products, Dairyworks quickly established itself as a very different and appealing offering. In 2014, the range won Gold, taking outright show winner at the NZ Champions of Cheese awards. It reshaped the cheese category in supermarkets, becoming a significant player.
NZ Champions of Cheese Awards 2014 – Champion Cheese Packaging Award
NZ Champions of Cheese Awards 2014 – 4 gold medals
