CAMBOZOLA & iO: a delicious partnership

Helping to modernise a renowned cheesemaking icon

Many people were already familiar with CAMBOZOLA, but the brand needed a breath of fresh air. That's why it was looking for a partner who could deliver using its existing branding and assets as a foundation but could also proactively think about strengthening the brand in the Belgian market. A partner that could strategise and execute - something we at iO happen to be very good at.

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Challenge

Re-activate existing CAMBOZOLA customers and attract a new, younger audience.

Solution

A strategy that focuses on the present and future using the best channels for each target group, combined with continuous evaluation of our efforts.

About CAMBOZOLA & iO

Käserei Champignon, the company behind CAMBOZOLA, and iO go way back. We have worked together before to create assets and manage media for the CAMBOZOLA and ROUGETTE brands.

Later, CAMBOZOLA's German headquarters revamped and finetuned the brand policy internationally. During the first year of the revamped campaign in Belgium, the brand ran it through a traditional media centre.

CAMBOZOLA then contacted iO again to roll out the local strategy.

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A main strategy for short and long-term value creation

In order to reposition the CAMBOZOLA brand, we had to find an answer to the following questions:

How can we become top-of-mind again with our existing target audience?
How can we appeal to the younger generations who are not yet part of our customer base?

The answer we came up with was based on a single strategy for the brand. The Belgian food market is very competitive and requires a deeper understanding of the different target groups. Therefore, we provided CAMBOZOLA with market and consumer insights, after which we looked at the spots holding the greatest growth potential together.

CAMBOZOLA didn't just want to make a splash. It wanted to change the mindset of Belgian cheese-eaters in the long term, making it clear that blue cheese is perfect for everyday cooking. And to do this, we needed cheesy content.

Influencer marketing for stronger messaging

CAMBOZOLA already had a lot of content. We had to make sure that it was used correctly and that we established a recurring theme.

Inspiration was an important factor. A richly filled cheese board, a creamy dip sauce, colourful barbecue skewers, and so on. When you see food, you want to eat it. So, we complemented the branding developed by the German headquarters with advice on how to create even more appeal.

To reinforce this story, we decided to use influencer marketing. iO selected 12 influencers and made sure they were properly briefed. The influencers in turn got to work with CAMBOZOLA, tastefully showing their followers the possibilities of the cheese.

The right channel mix throughout the funnel

To ensure that we reached our target audiences not only in the right way but also at the right time, we divided our approach into three phases:

Awareness: mainly to build the CAMBOZOLA brand
Consideration: to create engagement with the product itself
Conversion: to activate the target audience

Within each phase, we used different channels. To reach the target audience as efficiently as possible, we chose a broad channel mix with a combination of online and offline:

Online: Facebook, Instagram, TikTok, Pinterest, Google Display, Google Discovery and YouTube
Offline: digital out of home (including screens near supermarkets)
Adverts on TV channels njam! and ATV
Print ads in Libelle Lekker and Femmes d'Aujourd'hui

Fast and efficient optimisation with measurable results

Each audience has different touchpoints. A combination of online and offline media is also essential to get and keep a brand top of mind. But the most important thing is to analyse and optimise a campaign while and after it runs.

By measuring and evaluating our efforts during the campaign, we were able to act quickly when ads were underperforming and reallocate the remaining budget to other parts of the campaign that delivered a higher ROI.

A multi-year plan: CAMBOZOLA's recipe for sustainable brand growth

Engaging and inspiring the target audience is a long-term process. That's why we bundled CAMBOZOLA's ambitions into a multi-year vision that will guide future campaigns.

The media strategy can always be adapted to the specific KPIs of the campaign using the overarching strategy without losing sight of the CAMBOZOLA story.

In this way, we continue to engage the target audiences with inspiring content on the channels that are most relevant to them, leaving them wanting more.