Background
While the cheese-with-holes market is decreasing, the snack market for kids is booming as we see on Babybel Cheese&Crackers great performance; Leerdammer sees a good opportunity to capitalize on the current trend to launch the first cheese snack for adults and to be the first to conquer this territory.
Problem
Consumers do not consider cheese as the ideal snack.
Challenge
To build awareness of the new Leerdammer Break snack.
Big Idea
“Don’t break my break”