CHEESE
CHEESE
Pecorino Romano PDO partnered with VICE via their food channel, MUNCHIES, to increase visibility and desirability among an urban foodie audience. Our goal was to highlight the cheese’s European heritage, unique flavor, and versatility, positioning it both as an elevated everyday ingredient and an indulgent culinary experience. This immersive content was crafted to forge a connection between American audiences and the rich European heritage of Pecorino Romano PDO.
Our campaign featured 3x Custom Features, 1x Custom Instagram Story (w/ both organic and paid distribution), and a few more standard run of site digital placements designed to drive traffic back to the Features.
Custom Features
We developed a series of three custom editorial features, each designed to educate and inspire around Pecorino Romano. Concepts included approachable guides like How to Build the Ultimate Grazing Board With Easy Grocery Staples, trend-forward pieces such as Cheese & Tea Pairings, and serviceable pairings content. Each article delivered 100% share of voice, integrated branding, organic and paid social distribution, and strategic placements to capture our core foodie audience.
TarGETED MEDIA
Through precise first-party targeting, we connected Pecorino Romano PDO with VMG’s passionate food enthusiasts in the moments they’re most engaged - while exploring MUNCHIES content, recipes, and stories. This is an audience that doesn’t just seek out new flavors (73% actively explore different foods) but shapes what others eat, cook, and buy. By placing messages endemically alongside the food content they trust and love, we turn curiosity into influence and influence into action.
