Roth Cheese is kicking off 2013 with the introduction of a full line of American original and international style cheeses in distinctive new packaging. The launch will be supported with trade media support, promotional materials and a social media campaign.
“The new Roth brand celebrates our Wisconsin roots and encourages shoppers to explore new flavors and varieties of specialty cheese,” says Guido Kaelin, vice president of marketing, Emmi Roth USA.
Roth will be launching the brand across a wide variety of cheeses including Buttermilk Blue, GranQueso, Van Gogh Gouda and several flavors of Havarti. The company’s flagship Grand Cru Gruyere was the first cheese to be branded with the new look in 2012. Also included in the line are deli cups of Grand Cru Gruyere shredded cheese and Buttermilk Blue crumbles, which will make it easier for home cooks to use Roth’s best selling varieties in their favorite recipes.
To further drive growth, Roth is promoting the new brand across a variety of social platforms. A Facebook contest launching January 1 asks fans to submit photos of recipes that use Roth products for a chance to win a Cuisinart Griddler. The brand also established a presence on Pinterest to engage and connect with specialty cheese consumers. These efforts, combined with the new brand identity, a robust trade media effort, retail promotions and a new website, are expected to take Roth to the next level in the marketplace.