Mango was tasked to develop a national communications strategy to encourage consumption of cheese in mums of kids aged 5-12 and young women aged 18-35. Mango needed to highlight the health benefits of cheese consumption and bust the fattening myths surrounding eating cheese.
We conducted a nationwide survey to discover what stops women from consuming cheese. One key finding was that 7 in 10 Australian women felt guilty about eating cheese. This statistic was shared through robust media relations and led to coverage in major Australian publications, including Broadsheet, Cosmopolitan, The Urban List and the Herald Sun.
The campaign was also activated with a ‘Feel Good, Not Guilt’ pop-up shop, where women came to learn how to feel good and eat better, with the focus being around the nutritional benefits of cheese. This activity was supported by campaign ambassador, nutritionist and influencer Lyndi Cohen.