We did something different to what you would expect from the dairy, and even the FMCG category, yet something that reflected the huge personality behind this great-tasting cheese brand. We behaved like a challenger brand after three quiet years, launching on YouTube with a fully interactive ad. Consumers were invited to choose their own tune to the new TV ad and could even vote for their favourites. The winning tune was played out in peak TV, cleverly turning a modest campaign budget into something far bigger. The response in social media meant that the campaign outlived the traditional 3-week TV campaign, extending to a total of 8 weeks.