When Muuna cottage cheese approached OffWhite to help launch its product line, OffWhite identified an opportunity to disrupt the sleepy cottage cheese and yogurt categories, introducing the brand as a healthy, high protein snack with a modern vibe that would rival Greek yogurt. Strategy: The Muuna video was approached from the viewpoint that cottage cheese hasn’t changed since the ’70s and was in dire need of a refresh. Creative use of live action and 3D animation shows a young woman quickly transitioning from the hippy era, to the big hair era of the ’80s, to a modern day gym and executive workplace, all while holding a tub of cottage cheese that transforms from a drab blue and white container to the revolutionary and sleek Muuna brand. Viewers speed through time as visual storytelling reinforces the message that a new, breakthrough cottage cheese has arrived on the market. Gorgeous shots of swirling, creamy cheese curds and mouth-watering fruit convey this is not ordinary cottage cheese as consumers know it, but “a new way to cottage” that fits the busy lifestyle of a 21st century woman. Goal: Change the perception of a boring product and quickly send the message that Muuna is an exciting new twist on cottage cheese that's cool and relevant to the modern consumer. Audience: Health conscious women aged 30-50 who are concerned about their protein intake and are looking for a quick, easy and healthy snack. Performance: What started as a social media campaign quickly gained traction as Muuna caught the attention of and grew buy-in from consumers. The video ran as a TV commercial during Super Bowl LIII and again during the 2018 Grammy Awards ceremony – reaching an even wider viewing audience and helping Muuna add more than 7,500 stores to its distribution network.
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