Name It, Package It, Spread It

Already the largest supplier of private label cream cheese in the country, Franklin Foods made the decision to launch a branded product. It was innovation with a healthy theme: a yogurt-based cream cheese that naturally offered half the fat and twice the protein — while tasting great! However, “yogurt cream cheese” was difficult for consumers to swallow.

Haloing off the Greek yogurt trend, we changed the name to Greek Cream Cheese. This instantly conveyed attributes that buyers could relate to: real, healthy, low fat, active cultures. Which left us free to create a package that celebrated what really matters for the category: luxurious, creamy goodness. And while we put health claims secondary, they were clear, helping to reassure consumers and close the sale.

Client: Franklin Foods, Inc.