Challenge needed to elevate visibility in a crowded butter aisle and claim its rightful place as a premium butter choice.
Market research showed that while consumers liked Challenge, they didn’t think of it often and awareness lagged behind key competitors. We needed to tell Challenge’s untold story, give it personality, and make it stand out on the shelf.
In collaboration with Challenge, we created a new creative platform, “The One With The Elk On It,” that leverages Challenge’s iconic elk mascot, turning it into the hero across all marketing efforts. By making the elk a focal point, we created a distinctive identity that stands out on the shelf and captures attention in the cluttered butter aisle.
The elk’s memorable presence is further reinforced through visual and audio cues, ensuring consumers associate it with the brand’s fresh, high-quality butter.
This omnichannel approach aims to boost brand visibility and recognition while positioning Challenge as a premium option, driving consumer recall and ultimately helping regain market share.
