FoxyMoron has won the digital mandate for Parag Milk Foods’ Go Cheese. The agency’s task includes creating engagement through social media platforms and a dedicated micro-site themed ‘Go Cheese World’.
The account was won in February post a multi-agency pitch, and the micro-site is under construction.
Mahesh Israni, chief marketing officer, Parag Milk Foods, said, “In tandem with the rapidly changing media habits of our young consumers, we found that it’s the need of the hour to extend our brand’s presence on the digital platform. Since our brand Go Cheese has a target audience belonging to the digital generation, we have taken baby steps into this digital space with the launch of ‘Go Cheese World’. By concentrating our media efforts to an affluent audience, we plan to do a digital campaign like no dairy company has ever done before.
“This campaign will create a platform for us to strengthen the brand in future and build the category as well. With our largest range of products, we will educate the cheese eaters about the variety and usage techniques as well as drive in-home consumption of cheese. In FoxyMoron we have found a partner who offers various digital services under one roof and is suitably equipped to provide the perspective and required to help meet our expectations on this journey. Their immense passion and the endorsement of their existing clientele have motivated us to sign them on.”
Pratik Gupta, co-founder, director, new business and innovation, FoxyMoron, added, "We all love cheese and just like chocolate, can even imagine living in a world full of cheese. We just took that thought and placed in a real campaign. Bringing fantasies alive is something that brings a smile to every cheese lover’s face, while deeply engaging and educating them about the product. At FoxyMoron, we love cheese and cannot be happier to be the official partner of Go Cheese to help them build their digital presence."