I really want to buy Bega cheese....I really really do.
It's a beautiful part of the world, it's an Australian brand, it supports the local farmers.
But they're just not giving me a good enough reason to do it. Firstly, their low fat cheese is just too anemic in colour. So whether or not it tastes like Coon, it just doesn't look like it does.
Secondly, their new ad isn't giving me a good enough reason.
Yep, so Bega is famous for cheese. But so what? What they haven't done is bring 'real cheese' to life. You would think that there's enough warmth and character in and around Bega to do that, but the agency has spent 25 seconds on the joke.
John West (I think) did this brilliantly a few years ago for a product produced in a similar part of the world.
Noble Rise bread also did it, interestingly also using a similar tagline (Real Bread, Real Taste). There's a lot stronger reason the bread is "real bread" from the set up.
And OK, I'll admit, Noble Rise was my ad :-)
Bega "Real Town, Real Cheese"
Noble Rise "Real Bread, Real Taste"