Cheese is a highly competitive category in the Philippines. Considered part of the “bread fill” category, you are a filling or a topping, you make things tasty but don’t get any reward or recognition for it!

Eden Cheese was a successful brand but, in 2015, it was feeling a little lack lustre.

Awareness for Eden cheese was high but penetration growth had been flat.

We were also up against some fierce competition with spends in the bread fill category up YOY by 44% and a new competitor launching into the category with aggressive TV spends in Christmas 2015.

We focused on two key Business & Marketing objectives:

1. Get more Filipino Moms eating Eden at Christmas - measured by a penetration increase

2. Increase in brand score ”it makes dishes more special and delicious”

How could we grow a successful brand in a highly competitive category?

The Nationwide cooking events were the star attraction of our campaign with 13,000 hopeful Filipino Moms entering across 50 communities.

Guided by chefs, Moms created their favorite Christmas recipes, made even more special with Eden Cheese.

The Mom that made the dish that drew the longest line was selected as the Community representative in the grand finale.

The winner receiving P500k of prizes and getting the opportunity to feature in her own TVC and share her special dish with the nation.

From October, Moms were encouraged to enter the contest via promotional TVCs and radio promotions.

In store we made moms feel like stars with innovative, motion censored activations at shelf. Moms who approached the Eden shelf, had a spotlight, quite literally, shone on them.

Eden also created dedicated Christmas packs which could be transformed into Christmas tree decorations to form part of the entry mechanic for the competition