Jarlsberg launches global digital campaign

Global brand Jarlsberg has launched its ‘Make a Sandwish’ campaign featuring acclaimed New Zealand chef Ben Bayly, who is the head chef of Baduzzi and The Grove restaurants in Auckland.

He is also host of New Zealand’s My Kitchen Rules and Cuisine magazine Chef of the Year (2014 and 2015).

The campaign highlights the versatility of Jarlsberg as both a cooking and entertainment cheese by challenging consumers to suggest a dish that should be made into a sandwich, with the best recipes being turned into real sandwiches on the campaign site.

“Ben was selected to front the campaign because of his creativity and ability to turn the ordinary meal into an extraordinary dish,” Vittoria Food and Beverage Managing Director Rolando Schirato said.

“His creativity blew us away and we were amazed with the results, especially the wedding cake. We are very focused on digital and, specifically, social at present, and interacting directly with consumers is proving incredibly valuable for us.”

Mr Bayly created three dishes for the campaign, where he turned gazpacho soup, mac and cheese, and a wedding cake into phenomenal mouth-watering sandwiches, all using Jarlsberg cheese.

The global campaign was shot in Stockholm, Sweden by international agency Perfect Fools and will be promoted in nine countries, with Australian and New Zealand consumers seeing the campaign across digital channels.

Jarlsberg ‘Make a Sandwish’ campaign: www.jarlsberg.com/sandwish.