Petra Kassun-Mutch, founder and president of Fifth Town in Ontario’s Prince Edward County, explains: “The goal was to position artisan cheese as part of an active, healthy, conscientious, and engaged lifestyle. Not just a treat for hard-core foodies or for wine and cheese parties . . . and not just for connoisseurs. (We want to appeal to) skateboarders, Harley riders, the gay community, everyone. We also want to attract the younger set to artisan cheeses.”
Petra says the other purpose of the ads is to be a good artisan-cheese industry citizen by promoting the industry as well as Fifth Town: “That is why you see all the links and bookmarks at the bottom. You will note are promoting artisan cheese in general. Part of the philosophy to do well by doing good. Our own logo is a very small part of ad.”
The Locavorius Caseophile ad campaign was one of three finalists in the Best Ad or Ad Campaign category at the Edible Publications Conference and Awards Banquet held in California recently for the 60 publications in the Edible magazine family.
You can provide feedback about the ads and the ever-growing family of Fifth Town cheeses by completing the Fifth Town Cheese Lover’s Happiness Index.