Match Me If You Can: The MILRAM "Easy Cheesy" Digital Campaign

Background and Challenge

MILRAM faced the task of sparking interest in cheese among young consumers while building an emotional connection to the brand. The challenge was to present a traditional food product like cheese in a modern, playful way that perfectly fits the lifestyle of the young target audience. The goal was to make MILRAM's diverse cheese varieties – from mild and down-to-earth to mature and rustic – an engaging experience.

Approach and Realization

Building on an existing concept, we developed the digital "Easy Cheesy" campaign that leverages the familiar dating app mechanism. The implementation took the form of an interactive web application where users can swipe through different cheese profiles – clicking the heart for "match" or the "X" for "miss". Each cheese variety was given its own profile that emotionally presents its characteristic features. We also integrated matching recipe ideas and a competition featuring four different Easy Cheesy blind date boxes. The campaign was deployed both on the website and across all relevant social media channels.

Results

The campaign successfully positioned cheese as an emotional and entertaining product. Through the innovative combination of dating mechanics and product presentation, a memorable brand experience was created that perfectly resonates with the young target audience. The four themed prize boxes – from Pizza Night to Dinner Date, Super Snacks & Movies, and Breakfast-Love – offered the perfect cheese experience for every taste and strengthened the emotional connection to MILRAM.