Arcata, CA (June 21, 2024) — Cypress Grove will enchant cheese enthusiasts nationwide in 2024 with the new campaign “Nothing Like That Humboldt Fog Feeling,” which shines a spotlight on the iconic goat cheese. Featured at the Summer Fancy Food Show in New York from June 23-25, 2024, the campaign taps into the undeniable allure of Humboldt Fog, celebrated for its ability to evoke strong feelings.
Cypress Grove Managing Director Pamela Dressler expressed excitement about the campaign: "Our research showed us that Humboldt Fog is more than just cheese; it's a social sidekick. It calms, delights, and impresses," she stated.
Rooted in this consumer and industry research completed at the end of 2023, the year-long campaign “Nothing Like That Humboldt Fog Feeling” aims to reignite the passion of devoted fans, urging them to embrace the delightful experience of Humboldt Fog more frequently.
Customer research indicated that Humboldt Fog is a staple for any specialty cheese case and “if you don’t have Humboldt Fog in your case, customers will buy it somewhere else.” Retailers who have Humboldt Fog available will enjoy Cypress Grove’s efforts to drive sales with strong digital engagement, advertising, Instacart promotion, social media promotion, influencer engagement, contests, restaurant partnerships, and much more.
Marketing Director Christy Khattab added, "It was amazing to learn how passionate our consumers and customers are about Humboldt Fog, and our goal this year is to harness that passion, inspiring them to indulge more often. We believed and now know, there’s ‘Nothing Like That Humboldt Fog Feeling’.”
Cypress Grove made it easier for consumers to find Humboldt Fog cheese in stores by introducing new repack labels at the beginning of the year that highlight the cheese's iconic name. To further raise awareness, they ran a social media campaign in April called “Where’s the Fog? Fridays.” This campaign engaged consumers and helped the support team guide those consumers to stores that sell Humboldt Fog.
Attendees at the Summer Fancy Food Show will be treated to a Humboldt Fog experience that showcases a "Secret Life of Cheese" vertical tasting, new eye catching repack labels, an instax instant photo opportunity, and the opportunity to speak with a Sales Representative to learn more about the year-long retail activations for the “Nothing Like That Humboldt Fog Feeling” campaign.
Never short on cheese or ideas, attendees can also enjoy tasting newest additions to the Cypress Grove line: Aged Goat Milk Cheddar, Meyer Lemon & Honey (2024 sofi™ Award winner), and Hatch Chile as well as their other beloved cheeses.
Photos are available HERE.
THE GROVERS
Cypress Grove® is the leading producer of delicious American goat cheese that makes you want to do the happy dance, including Humboldt Fog®, the Original American Original®. Founded in 1983 by goat cheese pioneer Mary Keehn, Cypress Grove conjures cheeses across three product lines that complete every cheese case: fresh, soft-ripened, and aged. Proudly based in Arcata, California, Cypress Grove transforms the ordinary to extraordinary, producing unforgettable cheeses and leading the charge in the American cheese movement. In 2023, Cypress Grove was the proud recipient of 15 awards for their cheese selections. For more information, please visit cypressgrovecheese.com, like on Facebook (facebook.com/cypressgrove), and follow on Instagram (instagram.com/cypressgrovers).
The “Original American Original®”, Humboldt Fog was conceived in a dream over 40 years ago. This masterpiece paved the way for soft-ripened goat cheese in America and each handcrafted Humboldt Fog wheel features a distinctive ribbon of edible vegetable ash.
MEDIA CONTACT
Christy Khattab
562.243.0427
[email protected]
Janne Rasmussen
707-825-1100
[email protected]
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