Lactalis Canada’s Cheestrings: Made With 0% American Cheese

Lactalis Canada’s Cheestrings brand launched a new campaign to help Canadians define what it means to be a truly Canadian brand. In a study conducted by the brand last year, “Made in Canada” was cited as the top criterion behind how Canadians selected their cheese. Now with a “buy Canadian” wave spreading across the country consumers are expressing confusion about what products are truly Canadian. In fact, a recent Pollara poll revealed that 85% of Canadians wish it was easier to identify Canadian products. In response, Cheestrings is making it easier for Canadians to identify its beloved cheese. As a cheese that is sourced, manufactured, packaged and sold completely and only in Canada, the brand is using billboards to express pride for how wholly Canadian it is through a campaign called “Cheestrings: Made with 0% American Cheese” and will run in the GTA starting on February 6. Broken Heart Love Affair is the creative and PR agency, with Zenith Canada for media.