Opinion
The Cheese Pencil
When German food cooperative The Deli Garage wanted to present Parmesan cheese in a different but innovative way, it turned to advertising agency Kolle Rebbe.
The brief that the agency received from the client was to develop packaging for a trio of selected Parmesan cheeses that included a grater shaped like a pencil sharpener.
The three different types of Parmesan cheese needed packaging that was easy to handle at meals and also listed portioning suggestions as a bonus. With the built-in grating function, you could sprinkle delicious, appetising flakes of Parmesan cheese on your meal.
The solution was to shape the cheeses into oversized pencils, where the ‘leads’ contain three different flavours: truffles, pesto and chilli. With the sharpener included, the required amount of cheese could be sprinkled on the dish.
A scale on the pencils and on the back of the packaging didn’t just simply list how much of the Cheese Pencil was needed for each dish, but even how many calories the portion contained.
Only 500 packs were made, but it proved so popular that it sold out in two weeks. Now it’s reported that The Deli Garage is thinking about a second batch, but at the moment hasn’t finally decided ‘if’ and ‘when’.
Source: Lottmann PR
Geoff Platt is editor of Dairy Innovation magazine. He’s also active on LinkedIn.
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Geoff Platt is editor of Dairy Innovation
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