Our challenge was to help Dubliner Irish cheese reposition themselves with new packaging. We accepted that challenge. We “crafted” a smart headline, Fresh look, famous taste. And pulled it through in store materials. Understanding what Dubliner consumers looked for in their brand gave us the confidence to use bold statements colours and images. We “matured” the messaging, “Grated” out the unnessecary and took it online with a redesigned website and social media advertising.