There’s nothing American about “American Cheese”. It contains so many artificial ingredients that the government doesn’t even allow companies like Kraft to label it as cheese. So we launched a campaign leading up to Independence Day petitioning the White House to stop calling it American. In the weeks that followed, thousands people sided with real, honest Tillamook cheddar. We struck a chord with the American public, sparking a debate that led to coverage in Mashable, Fast Company, Vice, Eater and more, totalling over 60 million earned media impressions.
From conception to launch was just four weeks.