President Cheese
Delight in Every Moment
Answering the need for an overarching South African campaign to build brand awareness, increase penetration, and grow market share.
Although Président is a globally renowned brand and strong in certain segments like feta (25.4% share) and cream cheese (14.9%), it faces low overall awareness, limited penetration in niche segments, and significant competitive pressure, particularly in hard and speciality cheeses.
The campaign is to position Président Cheese as the expert that inspires consumers to expand their cheese repertoire and elevate everyday occasions, aligning with the brand’s global positioning “Delight in every moment” while adapting it to local relevance around Heritage Month. Creative should showcase versatility, hero feta, and cooking usage across key moments like Heritage Day and Easter, without appearing overly premium but aspirational and accessible.
