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mini cheddars launch

[FMCG Marketing]

Following on from Mini Cheddars hugely successful UK launch, we were given the opportunity to bring a ‘moment of cheeky cheesy pleasure’ to the Irish market by designing and executing a multilayer launch plan.

The Objective

From the start, we established that the key to a successful launch in such a crowded space was to stand out, disrupt the norm and differentiate ourselves from the competition.


Mini Cheddars' eye catching branding gave us a good starting point, but we knew we needed more than just bright orange packaging to stand out, drive awareness and encourage trail.




The Result 
  • Over 1 million impressions from the VOD & Digital Audio resulting in 8,069 clicks, a click rate of 0.74
  • Our influencer partnerships had a reach of 39,740 with 40,099 impressions
  • The influencer gifting reach was 27,000
  • Our owned social activity resulted in 1.1 million impressions

Standing out meant thinking outside the box (literally) with our instore displays, we created dynamic eye-catching WOW units that differentiated us in the crowded aisles. Standing out meant using Mini Cheddars highly visible branding across OOH locations across the country.


Standing out meant collaborating with influencers who have highly engaged audiences that were willing to share their own cheeky cheesy moments in the hope to win an instapix camera to capture their future moments. Standing out meant using comedy duo the Sharpson brothers to create a Gogglebox style VOD, sharing their favourite cheeky moment, cheesy chat up lines and awful dad jokes to cut through the noise of social media and reach our target audience.

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