FRIGO CHEESE HEADS

Frigo Cheese Heads had found itself in a marketing pigeon hole. They needed to show up in a whole new way and they weren’t sure how to do it. In their mind, all they had were 2 ownable assets:

1. An anthropomorphic String Cheese Mascot with strands of cheese for hair, which wasn’t actually ownable as several other companies had similar mascots.

2. The tension around string-cheese-eating styles: do you pull or do you bite?

First, I ate some string cheese. I have always peeled my string cheese strand by strand. This time, I forced myself to take a bite, then I peeled the rest. That’s when I realized that there aren’t two ways to eat string cheese, there are infinite ways. 

And If there are infinite ways to eat string cheese, there have to be an infinite number of Frigo mascots. If there is no binary of peel/bite, then every way you can eat string cheese is valid. Our solution was to celebrate this freedom. We created a cast of cartoon string cheese characters that could show us the magic of eating string cheese exactly like yourself. 

And I wrote them a warm, inclusive brand-level line to take their creative work into the future.