Aarti Shah 27 May 2013 // 11:00PM GMT
DALLAS — Daisy Cottage Cheese has hired Ketchum to support its PR efforts to change the dairy food’s perception as a “diet food” and tout its health benefits.
Ketchum will support the brand’s consumer and influencer outreach program through research and analytics, message development, local and national conference support and digital. The business was won following a competitive pitch.
“It is an exciting time for cottage cheese – the category fits well with current trends – better for you foods/healthy, good source of protein and convenient,” said Marjie Laurent, senior brand manager for Daisy Cottage Cheese. “Daisy is working hard to contemporize cottage cheese and change the perception away from ‘diet food,’ to a delicious and nutrient -rich option.”
As part of this narrative, key messages will emphasize Daisy’s 90-year heritage and its “four ingredient” approach to cottage cheese. It will also promote cottage cheese as a protein and calcium source. While Daisy also produces sour cream, the scope is limited to its cottage cheese product.
Laurent added, Ketchum was selected for its food expertise and ideas.