Leading chefs to discover the Holy Grail of value.
Client
Anchor Food Professionals
Services
Art Direction
Copy Writing
Campaign Strategy
Campaign Identity
Campaign Messaging
Campaign Rollout
Animation
3D Rendering
Motion
Website Design
Holy Cow is a shredded cheese brand that offers Australia’s price-conscious foodservice customers a good product at a great price. While known, the brand lacked a distinctive campaign platform and tasked us with carving out a unique position in-market.
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While value is a key attribute of Holy Cow, it’s not the whole answer. In order to stand out to the foodservice industry, we needed to develop a compelling platform that brought all the advantages of Holy Cow’s offering together in a distinctive, unmissable way.
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Inspired by a quest of discovery, we developed the Holy Grail brand platform. As a range, Holy Cow supports busy chefs with three key benefits: Reliability, quality and value. Our idea was to make Holy Cow the Holy Grail of cheese, with tangible benefits chefs would actively seek.
In our world, the Knights at the Round Table aren’t typical chefs, but cow knights questing to discover the Holy Grail. The visual treatment gave us ample opportunity for expansion, as different characters helped us to build our world. As a campaign, it cut through the typical B2B foodservice advertising environment, shifting the conversation from just price to a shredded cheese range full of promise.
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To extend the impact of the brand awareness campaign, Holy Cow hosted a distributor-led digital promotion from April – June 2026. The prize, a share of $35k, was distributed amongst one grand prize winner and 20 spot prize winners.
This campaign achieved16% sales uplift across the range
13% sales uplift across the three promo SKUs
A collection of 660 competition entries
Plus, 1x $25,000 winner and 20x $500 Gift Card winners
