Fonterra Oceania has unveiled a new out-of-home (OOH) advertising campaign titled 'Night Cheese', featuring its well-known Australian cheese brand Bega. The campaign, developed by TBWA\Melbourne, seeks to establish a new snacking occasion for cheese enthusiasts, specifically targeting late-night consumption.

The 'Night Cheese' campaign is characterised by large-format OOH advertisements that depict an individual opening a refrigerator at night, capturing a familiar late-night craving scenario. This approach aims to disrupt the traditional cheese marketing narrative, which predominantly centres around daytime consumption.

Bega Cheese, recognised as a category leader, is leveraging this campaign to address a market gap identified through research, which highlighted an opportunity in the late-night cheese snacking segment. Fonterra Oceania, which operates eight manufacturing sites across Victoria and Tasmania and employs approximately 1,500 people in Australia, is spearheading this initiative.

"By identifying and owning the late-night snacking moment, we are creating a whole new experience of indulgence that is uniquely Bega," Bianca Di Donato, Marketing Manager at Fonterra Oceania, said. "We love how the beautifully striking yet simple photography uses Bega cheese cues to activate the audience’s memory structures whilst inviting them in to fill in the blanks."

Paul Reardon, Chief Creative Officer at TBWA\Melbourne, elaborated on the creative strategy: "We heard a stat that Bega cheese is in one out of every two household fridges in the country. That’s a great reason to act like a brand leader, with something super simple and confident, without all the conventional food shots, food packs, products range, etc. By our logic, in Australia, 50% of us have, at some point, raided the kitchen fridge late at night for Bega cheese. It’s a weird thing we do — a little moment we thought was worth showing."

The 'Night Cheese' campaign represents a strategic move by Fonterra Oceania and TBWA\Melbourne to tap into a previously underexplored market segment, using innovative advertising techniques to highlight a common consumer behaviour.