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Doing it Our Whey: Behind the Scenes of a Cottage Cheese Makeover

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Cottage Cheese. It’s probably not the trendiest food you can think of. But when you’re talking about great tasting cottage cheese, in 8 unique flavors, each with a different personality, well things start to get a little more interesting. And delicious. Here is how we served up a fresh take on a dairy product, and added a little flavor to a pretty plain category (in 10 spoonfuls).

1. Dare to be Delicious. The assignment: a TV commercial. The idea: more than a TV commercial. It had to be energetic and it had to be fun. And it had to make you want to eat cottage cheese. We had a little experience with this, so this time around we took it a step further, inviting the demographic to try new flavors of a product they already love. Deciding on a cottage cheese flavor wasn’t just about taste, it was about personality and mood, and about creating approachable combinations that made them your own. The idea and the product created the perfect recipe: each of the flavors had a different energy and color palette, allowing us to personify all eight in the line-up.

Dare to Be Delicious Storyboard

2. B-O-G-O. Eight flavors is a lot to fit in :30 seconds of footage, so we focused the main TV spot on the ones that deserved the most attention (best sellers and new flavors), but created another board to capture extra footage to use in other future applications (video ads, social media, re-edits, etc.) We refined our script and visuals, then slept on it, and then refined some more until everyone was happy.

3. Test Taste. Producing a commercial is a huge investment, so testing it with your audience is a smart idea. Once the board and script were finalized, we created a rough animated version (with the help of the talented people over at Animated StoryBoards), and tested just how much this message would resonate with the consumer. The results: they loved it.


4. Say Cheese. The work didn’t stop there. There were so many production considerations that had to be, well, considered. It was time for the board and animatic to truly come to life. Recipes and food pairings had to be developed. There was casting, wardrobe, and props all to be exacted and outlined. Every element taken very seriously before even thinking about turning the camera on. And we had to pick a team that was more than fabulous to work with.

5. Make it Happen. Lights, camera, cottage cheese. Being on set has to be one of the most stressful and rewarding experiences as a creative professional. It’s the ultimate test of an idea when a 50-person crew begins setting up lighting at 5 am, rearranges romaine, and believes in the vision that started it all.

On Set - The Making of Hood Cottage Cheese Commercial

Rearranging Lettuce On Set 6. Wrap it Up. The shoot may be wrapped at this point, but there was reviewing the dailies. And the edit. And the voice over. And the music. And the color correction. And the graphics. And a 15 second version. All on schedule. All on budget. All perfectly choreographed together.

7. Dare to be Done. Yes, there were changes at the last second. And yes, there may have been a few times we held our breath, but that’s what makes us get up in the morning. That and a bowl of cottage cheese with pineapple.


8. Wait. There’s More. I mean, television is great, but there’s a whole other world of ways to reach your audience. There was the banner campaign helped introduce the newest flavors in Hood’s lineup. And the follow-up campaign that helped to reinforce the message of the TV spot.

Hood Cottage Cheese Digital Campaign

9. Wait. Wait. There’s Even More. Online video ads and paid search helped increase views of the spot and increase traffic to Hood.com.

10. Get Your Own. Try Hood’s 8 fantastic flavors and make sure to leave us a note and tell us your favorite flavor!

 


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