Kerry Foods wanted to launch their LowLow cheese brand which is lower in fat than regular cheese. Consumers are often sceptical about low fat products but once they try LowLow they know it tastes great, so driving trial was crucially important. They used three bursts of strategically timed TV - starring an intrepid, cheese-loving mouse - to reach women aged 25-54 and to create fame and awareness for the new brand. As a result, millions of households have been persuaded to trial LowLow. Here you can find out more about how they did it.
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