Goals and objectives
Cheese is a product category that Woolworths takes great pride in. The retailer not only offers a wide selection and supports local cheesemakers, but also stocks numerous award-winning cheeses, many of which are exclusive to Woolworths. The objective of this campaign was to spotlight these premium cheeses through a visually engaging infographic in the Christmas edition of TASTE magazine. The infographic aimed to explain the unique attributes of each cheese and suggest ideal wine pairings, aligning with TASTE’s editorial mission to deliver useful, inspiring, and educational content. Additionally, the campaign supported Woolworths’ broader goal of educating consumers about the superior quality of its cheese offerings.
Surprising Insights
The client responded so positively to the infographic that they have commissioned a digital version of the campaign, scheduled for rollout in 2025. This unexpected development highlights the potential for cross-platform adaptation of well-executed print content.