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Kraft Cheese
Having become a commoditized category within traditional grocery, research showed that consumers were shopping the cheese case by rote and detachment. As Kraft Cheese told Shook Kelley, “The wheels don’t stop” as consumers gloss over the usual fare.
Shook Kelley took on the challenge of reminding consumers of their love for cheese by creating a realm that celebrated the different ways cheese made everything better—from breakfast omelettes and topping a salad, to a classic grilled cheese sandwich or delicious cheesecake.
Inspired by the many different ways cheese could be displayed, the design team set out to change the context of how cheese was being merchandised and sold in the typical refrigerated dairy case in traditional grocery stores.
The design team set out to change the context of how cheese was being merchandised and sold.
Shook Kelley developed custom fixtures and signage made from warmer materials and colors that were naturally associated with cheese—such as wooden cutting boards, craft paper, graters, etc.
Using the theme “What’s a good time for cheese?”, Shook Kelley also introduced a cross-merchandising program to refresh the category. Everyday meal ideas and recipes were featured throughout, and specific attention was paid to showcasing cheese in all its possibilities.
Shook Kelley took on the challenge of reminding consumers of their love for cheese by creating a realm that celebrated the different ways cheese made everything better—from breakfast omelettes and topping a salad, to a classic grilled cheese sandwich or delicious cheesecake.
Inspired by the many different ways cheese could be displayed, the design team set out to change the context of how cheese was being merchandised and sold in the typical refrigerated dairy case in traditional grocery stores.
The design team set out to change the context of how cheese was being merchandised and sold.
Shook Kelley developed custom fixtures and signage made from warmer materials and colors that were naturally associated with cheese—such as wooden cutting boards, craft paper, graters, etc.
Using the theme “What’s a good time for cheese?”, Shook Kelley also introduced a cross-merchandising program to refresh the category. Everyday meal ideas and recipes were featured throughout, and specific attention was paid to showcasing cheese in all its possibilities.