Hochland needed to uplift the pressed cheese category that is a rather functional one that triggers low emotional engagement from consumers.
During the past years, consumers tend to praise street food versus homemade solutions and the pressed cheese was probably in the bag of ”meh” options because it somehow entered a routine of home consumption.
Sandwich Fest featured as a festival of different tastes and textures. It was the solution to disrupt the sandwich from the morning consumption routine. The message was supported by in-store communication materials, TV spots, website, BTL events, online communication and special media projects.