Role: Social Strategy, Comms Strategy, Influencer/Creator Strategy,
Ask: Develop a creative campaign to showcase NotCheese, a plant-based cheese alternative
Opportunity: Take the classic taste test to new heights that entertains viewers just as much as it validates the flavor
Approach: Instead of the usual taste test with people who love cheese, we tapped a group that was a little more unexpected... mice.
With four times the power of smell than humans, there's no species who knows cheese better. We then combined the classic taste test with an obstacle course inspired by YouTube mouse maze videos and crowned the American Slice Mouse Champion.