All you need is cheese

Mmmmm, cheese. I love cheese. Everything from camembert to gorgonzola, and their lovechild cambozola. In fact I don’t know anyone who doesn’t like cheese, maybe it’s just the circles I travel in, but damn I can even skip the crackers. So I never understand why dairy boards need to create ad campaigns for cheese, like the California “Happy Cows” ads. Our neighbors to the north, specifically the Dairy Farmers of Canada, have come up with their own version of cheese pushing with their All You Need is Cheese ad campaign.

According to Adweek, “As the weeks pass, the grater will move along the billboard simulating more and more cheese being eaten.”

The commercials, one with a dad looking for a second helping of lasagna that has to prove he’s worthy by fixing the roof, repairing the sink in the bathroom and massaging his wife ends with the tagline “All you need is cheese”, the other shows a couple eating cheese together which leads to steamed car windows at a look-out point then the delivery room with their quadruplets and the tagline “If you home is full of more love you’ll need to serve more cheese.”

Obviously they’re playing off All You Need is Love and grating in some cheese. But does cheese conquer all? Is cheese really an aphrodisiac? I’m inclined to believe that it is only if the setting includes a bottle a wine and some sort of incendiary device like candles or a fireplace. Which is a fairly common pairing…so perhaps, yes. Do I dream about rubbing cream cheese all over my imaginary boyfriend and licking it off? Sometimes, yes. There may be something to their claims.

The campaign was created by TAXI Montréal (whose website I really like) and M2 Universal handled the media buy. The campaign includes television commercials, print and a microsite. The website is funny and well thought out but doesn’t offer much more than a thin slice of humor and a couple of recipes. It is a good step toward entering the collective Canadian conscious just like the happy cows of California. But it’s not as though those cows made me eat more cheese or buy exclusively Californian for that matter, so I still don’t get the whole purpose.

Stats:
PR0
Alexa N/A
Compete N/A

Screenshots after the jump.