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American Inhouse Design Awards Winner
American Inhouse Design Awards 2025
2025 Kentucky Derby Activation
Wisconsin cheese shines at the 2025 Kentucky Derby, boosting sales by 46% through engaging activations and retail promotions.
The Story
The Dairy Farmers of Wisconsin launched an engaging activation at the 2025 Kentucky Derby, centered around the Rinds and Roses clubhouse. This interactive space allowed attendees to sample and learn about Wisconsin cheese while enjoying unique photo opportunities. Celebrity chef Gail Simmons added flair by donning a custom PWC-KD fascinator hat. The initiative extended beyond the event with a retail promotion in collaboration with Kroger-Murrays, themed 'Kentucky Derby Perfect Bites,' which featured Wisconsin cheese samples in 15 stores near Louisville. This strategic approach not only enhanced brand visibility but also led to a remarkable 46% increase in Wisconsin cheese sales.
Category
Branding + Identity Programs
Creative Credits
Creative DirectorGreg Pleshar
Art DirectorMaria LaLoggia
DesignerCora Cantrall
WriterJoan Bailey
VP MarketingRachel Kerr
