St. Brothers Agency

Siera Nams is one of the leading importers and producers of cheese products in Latvia. One of its products is a selection of sliced cheese in vacuum packaging. Due to increasing number of competitors in the market, Siera Nams, in cooperation with St.Brothers, decided to run an advertising campaign which would strengthen its top of mind awareness among sliced cheese products. Secondly it would increase the number of sliced cheese buyers through communicating the negative aspects of block cheese: big, impracticable, dries out, has to be sliced by knife, etc.
Two different TV commercials were used for the campaign. A voice over at the end of the TV commercials complains: "There is no place for a block of cheese! Sliced cheese products of Siera Nams!"