Challenge
One of the oldest creameries in Wisconsin was quickly approaching
its centennial milestone, but lacked the internal resources to make
the most of this rare public relations opportunity.
 Solution
Harvest choreographed a comprehensive two-month campaign, culminating
in The Ultimate Cheesehead Challenge in Westby, Wis. Aggressive
media relations, in-store promotions, radio advertising and contests
would create “buzz” for WESTBY rBST-free dairy products
and drive retail sales.
Results
Even after the cheese curds stopped flying at the Ultimate Cheesehead
Challenge, WESTBY products kept moving. Harvest initiated distributor
negotiations to secure shelf space for the new WESTBY Roasted Tomato
Red Pepper dip. And with unprecedented statewide media coverage,
new product mentions in the dairy trades,
and national coverage in Rural Cooperatives and U.S. Farm Report,
WESTBY was the Big Cheese, hands down.
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