Digital agency Hatch Partners and Beattie Communications were appointed to create an integrated marketing campaign to celebrate Jarlsberg's 50th birthday, after pitching together for the account in August.
Hatch created a viral email marketing campaign, featuring recipes, hints and tips as well as the chance to win a cheese wheel with a refer a friend option to improve the odds of winning. The campaign also includes an offline competition, brand-building PR and events by Beattie.
The initial email has been sent through the BlueStreak email platform to a database of 3,500 consumers, collected via a recent competition in Tesco's magazine. It represents the first digital activity for the Jarlsberg brand.
It will be followed by further waves of emails to retain customers and encourage them to increase their use of Jarlsberg, as well as encourage participation in several planned offline events throughout 2007. These may include a Jarlsberg-sponsored cheese-rolling event in London, similar to the annual cheese-rolling festival in Gloucestershire.
Hatch said the main aim of the email push is to raise awareness. Tine UK owns the Jarlsberg brand but it is often sold under supermarkets' own brands in the UK.