Almette needed a refresh in terms of communication, in order to grow within the category and recruit new consumers. Its mission was to better establish the brand on the market through recognizable brand ques and remind people what Almette is all about. So we found the perfect formula for our fluffy cream cheese to stand out: our main brand attributes (fluffiness, playfulness and the signature dandelions), mixed with a strong digital component, TV exposure and a distinctive outdoor campaign.