Price’s Pimento

If you think of Pimento cheese, I would say “that’s a random thing to think about”. But our client asked us to do exactly that. Pimento cheese was in an uphill battle, getting “aged out” with little connection with the newer generations. So we went to work. Not just targeting younger, but reimagining how people think about the spicy cheese. We focused our “zest for life” concept on capturing the euphoric moments of Gen Z. We also didn’t just target a group of people, we targeting new places where Pimento had never been before.