Marketers vex me. This product packaging reads "The best cheese is always real, natural cheese. Any way you slice it." Let's break this down: this cheese is in my possession. I already have made the purchase. You're telling me (reminding me, which is worse): you could've bought a plant-based cheese like cashew cheese, but don't forget - we're better. Of all the things Sargento could've put on the back of the product, the least valuable would be "you want this product." Now, I do understand. Maybe I'm in the store. I'm thinking, "I'd like some muenster cheese for some burgers I'm making today." Maybe I would pause and say, "Oh, well, plant-based is better for the planet." I get that. I support that. But this statement reminds me they're losing market share. It doesn't reinforce my choice to buy this over some other brand. Which employees outside of the marketing team thought, "Ah, that sums it up." The same ones that let whatshisname junior use THAT as the pic on the packaging?
My thought is that it comes across as arrogant. The “best”? Best for who and what? What about people who can’t eat cheese? Is this the best cheese to serve at the 2024 Vegan conference? I think they’re trying to sway the amateur cook who thinks it doesn’t matter what kind of cheese (processed or natural) is used when a recipe simply calls for “cheese.”
My read is a bit different. People who are going to buy plant based are going to buy plant based. I think here the folks at Sargento are throwing shade at processed cheese products - American cheese or others - that are in the case next to this one. They are trying to create preference over Kraft Singles - processed cheese slices- for which the format is the fame.
I hate almost all forms of marketing, and have done since I worked at a marketing company and witnessed the sheer duplicity at work.
Too much packaging too! I ageee with Helena, a non processed option is best and less wasteful packaging. This type of presentation turns me off. Personally I like goat cheese and not plant based.
LOL! Right there with you! This type of marketing makes me nuts - c'mon!!! And the pic - if that's what eating REAL cheese does to you - hard pass!! Several years ago, Wyoming's slogan was "A great land outdoors.". Uh, who has ever seen a great land indoors? SMH!! Thankfully they gave up on a slogan (on signs at least) - less is ALWAYS more! That's my slogan!! Thanks for a great laugh this morning!!
People like processed cheese. Provel, American, Velveeta… I don’t see this as an acknowledgment of losing out to non-cheese, just that adulterated cheese is and always be inferior. The only cellulose in this cheese is pictured as the background, for example. The only gums are the Gentine’s.
Yeah. No. Waste of real estate. Also when I buy packaged cheese like this I think convenience and quality given what it is. Real and natural is in the deli section not on the wall next to the yogurt.
I think they should make the photos of Lou and Louie MUCH bigger. Maybe photoshop masks of cheese on their faces. Perhaps photoshop 'WE LOVE CHEESE' on their foreheads. I don't know, I'm just brainstorming.
at least the copy isn't "..Always real, natural cheese, any way you cut it."
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7moI think the message is effective. Especially considering no one is going to think about it for more than three seconds. Except you. It’s a good message because of a phenomenon that I don’t think has an official name, but I call it “rechoosing.” Rechoosing is when you make a choice for whatever reason, and then later you find an even better reason in support of that choice, and you have a moment of confirming to yourself the excellence of your orginal choice. The message on the package creates an opportunity to reflect later about how much you prefer real cheese to substitutes that go by the same name. That rechoosing effect creates good vibes.