CHEESE IS IN OUR NATURE.
AD/CW: Mac Davenport
& Jessie Merriman
Mac and cheese is sacred to mac & cheese lovers, and once you’ve had Annie’s, the “real cheese” claim the competitors have just feels wrong. People deserve mac & cheese meals that taste amazing, are great for them, and made of natural ingredients.
Enter Annie’s Garden of Cheese: the magical, cheesy world of Annie’s. Annie’s is so good and so authentic it could come from a world where pasta grows on trees and cheese flows in rivers. Through our whimsical campaign executions, you will see how wonderful natural can be.
BUS SHELTER
BILLBOARD
MURAL
IMMERSIVE ART INSTALLATION
Walk through the whimsical world of Annie’s. Annie’s Garden of Cheese is a limited time pop-up exhibition experience. The installation features a few different rooms themed around a different part of Annie’s world: the garden, the organic farm, and the cheese village. Whimsical, life-size sets will be made of cheese and pasta, and other sustainable, upcycled materials. This Instagrammable installation provides perfect backgrounds for photo ops. Annie’s Garden of Cheese brings Annie’s world to life and encourages museum-goers to share their love of cheese.
ART INSTALLATION
TASTINGS
At the art installation, guests will have a chance to experience themed tastings that engage all their senses and allow them to taste the Garden of Cheese. Samples of Annie’s plates would be served throughout the immersive rooms so you can have your cheese and eat it too.
SOCIAL CHALLENGE
Annie’s will call for art submissions from ultimate mac & cheese fans. Artists are encouraged to add their own creative spin to Annie’s Garden of Cheese and show their appreciation for Annie’s real ingredients. Users will submit art inspired by or made with pasta and cheese on social media with the hashtag #CheeseIsInMyNature.
The most fun, most creative works will be featured on Annie’s social media channels, and the artists will be gifted food and merch from Annie’s.