Arla Foods, the Denmark-based international dairy co-operative, has appointed Leo Burnett to handle digital marketing for its global specialty cheese brand Castello.
Leo Burnett is tasked with developing the brand’s global digital and social strategy, digital creative development and content production. Castello’s content will run across a range of digital and social media in various markets.
Leo Burnett was appointed following the success of its digital work for Lurpak, another Arla Foods brand.
Gareth Collins, CEO of Leo Burnett, said: “We are delighted that the Castello team have chosen us to lead the brand’s digital work. There is a great opportunity to grow the Castello brand across its global markets and we are excited to be part of making that happen.
Christian Fischer, Senior Global Category Director Specialty Cheese at Arla Foods, said: “We are excited by the potential of digital for our brand and we are looking forward to working closely with Leo Burnett to un-tap this potential. Leos have committed a strong team to the Castello brand and we are convinced that they can help us to significantly step up our game in digital.”
Media and above-the-line creative for Castello remain with Carat and Mother respectively.
Castello makes a variety of specialty cheeses, including Castello Traditional Danish Blue, Castello Extra Creamy Brie and Castello Tickler Extra Mature Cheddar. The brand dates back to 1893, when master cheese-maker Rasmus Tholstrup created Castello White, a subtle, creamy cheese with a thin rind.