Ken Mason III | Creative Director
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Sargento: We're Real Cheese People

    Sargento is a brand that stands for 100% real, natural cheese.  In 2015,  Real Cheese People  launched to give them a new voice. A proud voice. A voice that celebrated three generations of family and all things real.  We

 

 

Sargento is a brand that stands for 100% real, natural cheese. 

In 2015, Real Cheese People launched to give them a new voice. A proud voice. A voice that celebrated three generations of family and all things real. 

We created a community and sold a lot of cheese in the process.

 

 

 

 

 

 

To support a new 360° campaign launch, a full brand overhaul was in order. A strong, bold, ownable and unapologetically delicious look and feel was developed. We sought not only to celebrate the food, but also every proud, passionate, real cheese lover out there.

As ACD Art Director, tasks included traditional TV and print development, management and supervision of large-scale photoshoots, website redesign, style guide creation and brand oversight across integrated partnerships. 

 

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    The campaign drove record levels of awareness and share. 9.6 million more people were aware of Sargento and they sold the equivalent of 17.4 million more packages of cheese in 2016.  

 

 

The campaign drove record levels of awareness and share. 9.6 million more people were aware of Sargento and they sold the equivalent of 17.4 million more packages of cheese in 2016.