Claire from Burt’s Cheese told Gorilla:
Challenging the status quo.
Like many of its competitors Burt’s old packaging featured a happy looking cartoon cow- this was incongruous with the unashamedly powerful flavour of the cheese itself.
How we broke the rules of cheese.
We bucked the trend by creating a brand mascot with attitude that would better resonate with Burt’s true audience. Burt is now a new man- he’s a confident ‘none of that mild cheddar nonsense’ type of chap- and is the perfect match for Burt’s serious cheese eating customers.
The story so far