your best kept secret

In 2024, we partnered with Gay Lea Foods to produce a national advertising campaign for Nordica Cottage Cheese. The campaign needed to be eye-catching yet simple to understand, as well as leverage the trendiness of cottage cheese as a superfood in 2023. Iterations of the campaign included OOH, DOOH, and web placements as well as a commercial shoot.
Beginning from the initial creative concepting phase, I helped support the creative associates in putting together multiple campaign approaches. The client finally settled on the Your Best Kept Secret approach as a cheeky nod to the fact that cottage cheese is often used as an under-appreciated auxiliary to help create a luxurious creaminess in other recipes.
With 6 SKUs to feature, we needed to come up with multiple sets and directions for each of the differing products. Using the colours and tones from their packaging, we established predominantly monochromatic sets that would focus on the product and a recipe or the product and a set of hands (or two... or three). Once we had established our visual direction for the photography, we landed on the wordmark with the words “best kept” highlighted to emphasize the hierarchy and decided to keep the messaging snug to the product so that no matter the deliverable, the artwork always aligned the product with the conveyance.