Client:
Borden
Country:
USA
Task:
Print Ad
Borden: "Grilled with Love" Strategic Brand Activation
Imaginity was commissioned to develop a high-impact print advertising campaign and brand activation for Borden Singles Cheese. Titled "Grilled with Love," the campaign was strategically timed to coincide with the summer grilling season. Our objective was to transition Borden from a functional refrigerator staple to an emotional centerpiece of family gatherings, highlighting the product’s meltability and superior flavor profile in classic seasonal dishes.
Imaginity | Design Agency | Branding, Packaging Design, Marketing
Visual Highlights
- Emotional Storytelling: A "Grilled with Love" narrative that connects the product to family traditions and summer memories.
- High-Impact Macro Photography: Expertly styled food visuals capturing the perfect "cheese melt" to trigger immediate consumer craving.
- Seasonal Color Palette: A warm, sun-drenched aesthetic that aligns with summer outdoor cooking and backyard BBQ themes.
- Strategic Brand Placement: Clever integration of the iconic Borden branding within a lifestyle-focused layout to ensure high recall.
- Cross-Channel Versatility: A flexible design architecture optimized for print ads, point-of-sale (POS) displays, and digital social assets.
1. The Branding Challenge: Elevating a Commodity to an Experience
The primary objective of this Borden brand activation was to differentiate Borden Singles in a highly commoditized category. The challenge lay in moving beyond price-point competition to create an emotional connection. We needed to position the cheese not just as an ingredient, but as the essential component that makes a "Grilled with Love" meal complete. By identifying the summer BBQ as a key consumer touchpoint, we provided a relevant context for the brand to lead the conversation.
2. Our Design Process: Appetite Appeal and Seasonal Context
Our team spearheaded a creative strategy that prioritized "sensory marketing." We focused on the physical characteristics of the product—its creaminess and perfect melt—using macro-photography to create maximum appetite appeal. We developed a visual identity for the campaign that felt both nostalgic and modern, utilizing warm lighting and rustic textures to evoke the feeling of a home-cooked meal. This strategic advertising approach ensured that Borden remained top-of-mind during the peak purchasing window of the grilling season.
3. The Outcome: Driving Seasonal Growth and Brand Loyalty
The result was a highly successful integrated campaign that resonated with families and outdoor cooking enthusiasts alike. By anchoring the message in "love" and "quality," Imaginity helped Borden secure a premium position on the retail shelf. The "Grilled with Love" activation successfully drove category growth by inspiring new usage occasions, proving that a strong seasonal marketing strategy can significantly boost brand affinity and purchase intent.
