Aussies love a good cheesy meal, but they don’t necessarily know the right cheese for the right meal. Perfect Italiano needed help getting consumers to understand the role of its range of cooking cheeses in making mealtimes special, easy and tasty.
A special, tasty meal doesn’t need to be picture perfect, it just needs to be fun to make, fun to eat, and fun to share. So we enlisted the help of comedian, Tanya Hennessey to develop a content series that showed just how #uglyperfect your dinner recipes could be with Perfect Italiano cheese. Beyond Tanya and Perfect Italiano's social channels, the content was seeded out to national food and lifestyle media, alongside recipes that could easily be made at home by busy mothers.
12 MILLION OTS
We built up Perfect Italiano's Instagram and Facebook channel to complement the campaign, kicking off by hosting a competition for Aussies to share their own #uglyperfect dinner creations and engaging the help of established mummy bloggers, Fat Mum Slim and Kidgredients alongside a swaith of foodie micro influencers to generate social buzz.
1 million views and over 13,000 likes, comments & shares across Tanya Hennessey's content
86 competition entries
36 pieces of influencer content
Coverage in top tier media including the likes of Studio 10, Whimn and 9Honey