Randy Chandler
There have been many memorable cheese adverts over the years, from the 1980s and 1990s adverts for Dutch Edam to the 1994 campaign for Philadelphia cream cheese, featuring angels who couldn't resist the temptation of heavenly cream cheese. Other notable cheese adverts include the 2010s Laughing Cow adverts, the 1980s series of adverts for British cheese, and the LowLow's matured cheeses advert featuring a mouse navigating a minefield of traps to get to the cheese.
| Characteristics | Values |
|---|---|
| Cheese | Edam, Philadelphia cream cheese, LowLow's matured cheese, cheddar, stilton, Laughing Cow, Babybel |
| Advert style | Puns, angels, mice, Britishness, cows, catchy songs |
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What You'll Learn
Kraft's Philadelphia cream cheese advert featuring angels
In 1994, Kraft released a commercial campaign for Philadelphia cream cheese featuring angels who couldn't resist the temptation of heavenly cream cheese. The adverts were such a success that they were replicated for international audiences throughout Europe, Latin America, and Asia, and often featured regional celebrities cast as angels enjoying their "Little Taste of Heaven" moment.
The advert plays on the idea that Philadelphia cream cheese is so delicious that even angels can't resist it. The angels are shown enjoying their "Little Taste of Heaven", with the cream cheese presented as a luxurious and indulgent treat. The advert is light-hearted and playful, with a touch of humour. It is designed to appeal to a wide audience, from families to foodies, and has a memorable and catchy slogan.
The angels are shown in a variety of settings, from heavenly clouds to more earthly locations, such as a picnic in a park or a kitchen table. The cream cheese is presented as a versatile and convenient product that can be enjoyed in a variety of ways, from a simple spread on a cracker to a more indulgent dessert.
The advert is visually appealing, with soft lighting and a warm colour palette. The angels are dressed in flowing white robes, giving the advert a dreamy and ethereal feel. The overall effect is one of comfort and indulgence, with the cream cheese presented as a treat to be savoured and enjoyed.
The success of the advert can be attributed to its creative and playful concept, as well as its strong visual appeal. By featuring angels, Kraft was able to elevate Philadelphia cream cheese to a heavenly status, positioning it as a premium and indulgent product. The use of regional celebrities in some versions of the advert also helped to create a sense of familiarity and relatability for audiences around the world.
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Dutch Edam's adverts in the 1980s and 1990s
While Dutch Edam was punning its way through the 80s and 90s, other cheese brands were also getting creative with their advertising. In the 1980s, Cheddar and Stilton teamed up to extol the virtues of British cheese over 'imitations from overseas'. In the 1990s, Babybel used the song Barbara Ann by The Beach Boys to soundtrack an advert about a family day out.
In 1994, Kraft took its advertising to new heights, releasing a campaign featuring angels who couldn't resist the temptation of heavenly cream cheese. The ads were so successful that they were replicated for international audiences throughout Europe, Latin America, and Asia.
Cheese advertising has often relied on the classic 'mice and cheese' motif, despite the fact that mice don't actually love cheese as much as we think they do! In one advert, LowLow's matured cheeses are so good that a mouse would risk it all just to get some, even when faced with a minefield of traps.
In the 1960s, Enicar watch advertising became fashionable, with large photos of watches and short pieces of copy stressing their unique selling points and innovative techniques.
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LowLow's advert featuring a mouse
While there are many memorable cheese adverts, one that stands out is the LowLow's advert featuring a mouse. The advert plays on the classic "mice and cheese" motif, suggesting that their matured cheeses are so good that even a mouse would risk it all to get some, braving a minefield of traps.
The advert is a clever take on the common misconception that mice love cheese. In reality, mice don't actually have a strong preference for cheese, but that doesn't stop it from being a popular advertising trope. The LowLow's advert is a great example of how advertisers can take a well-known concept and put a creative twist on it to capture the audience's attention.
The use of a mouse in a cheese advert is a fun and light-hearted way to showcase the product. It adds an element of humour and whimsy, making it more engaging and memorable for viewers. The advert is likely to resonate with audiences of all ages, as the mouse character adds a touch of playfulness to the campaign.
The LowLow's advert is a great example of effective advertising, utilising a simple yet powerful concept. By playing with the classic "mice and cheese" dynamic, they have created a campaign that is both entertaining and memorable, leaving a lasting impression on consumers. This advert is a testament to the power of creativity in advertising and the impact it can have on promoting a product.
While the LowLow's advert featuring a mouse is a standout example, there are other creative cheese adverts worth mentioning. For instance, the Laughing Cow and her cheese-loving pals were a familiar sight on screens in the 2010s, promoting their cheese spread and triangles. Their adverts often featured a fun and light-hearted tone, such as the one where they enjoyed brunch in a gym and were approached by a smooth-talking hunk. Another memorable campaign was for Babybel, which used the catchy song "Barbara Ann" by The Beach Boys as its soundtrack, leaving a lasting impression on shoppers.
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Entremont Cheese's advert featuring melted cheese crafted into a spider's web
There have been many memorable cheese adverts over the years, from the 1980s and 1990s adverts for Dutch Edam, to the 1994 Philadelphia cream cheese advert featuring angels enjoying a "Little Taste of Heaven".
One advert that fits the description provided is the Entremont Cheese advert, which features melted cheese crafted into a spider's web. Spiders and cheese are not a commonly used pairing, but Entremont Cheese decided to take this route for their advertisement. The advert is described as "sticky and gooey", with the cheese crafted into a dangerous web, much like that of a stealthy spider.
Another advert that comes to mind is the one for Babybel in the 1990s, which used the song Barbara Ann by The Beach Boys as its soundtrack. The advert featured a group of the wax-wrapped cheeses desperate to join a family's day out.
There have also been some more unusual pairings in cheese advertising, such as the LowLow's matured cheeses advert, which featured a mouse risking it all to get some cheese, even when faced with a minefield of traps.
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The Laughing Cow's advert featuring a smooth-talking hunk
The Laughing Cow and her cheese-loving pals often graced our screens in the 2010s, promoting the brand’s cheese spread and triangles. This ad sees the bovine besties enjoying brunch – in a gym, for some reason – when they are approached by a smooth-talking hunk. Unfortunately for him, his chat-up line is not cheesy enough to tempt them from their Laughing Cow Light and crackers.
The Laughing Cow advert featuring a smooth-talking hunk is a fun and memorable take on the classic 'boy meets girl' scenario. In this case, the 'boy' is a handsome, charismatic man who tries to chat up a group of cows. The 'girls' are not your typical love interests, however; they are a group of cows who are more interested in enjoying their cheese than in his advances.
The advert is set in an unusual location – a gym – which adds to the light-hearted and quirky tone of the ad. The smooth-talking hunk approaches the cows with confidence, expecting to charm them with his good looks and witty chat-up lines. However, he quickly realises that he is no match for the cows' devotion to their cheese.
The cows are portrayed as fun-loving and independent, enjoying their brunch and each other's company. They are not easily swayed by the hunk's attempts to woo them, and their loyalty to their cheese is clear. This advert is a clever and creative way to promote The Laughing Cow brand, as it showcases the product in a positive and relatable light.
The smooth-talking hunk may have thought he could win over the cows with his charm, but he underestimated the power of their love for Laughing Cow cheese. This advert is a light-hearted reminder that sometimes, the simplest pleasures in life – like enjoying a delicious cheese snack with friends – are the most important. It's a fun and memorable advert that is sure to leave a smile on viewers' faces.
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Frequently asked questions
Dutch Edam.
Philadelphia cream cheese.
LowLow's matured cheese.
