Paturain, the iconic cream cheese brand in The Netherlands, is famous for its herb and garlic flavour. But in 2024, Paturain wanted to enter the fast-growing market of natural cream cheese too. At Fightclub we were very eager to help ‘m out.
Paturain
Creative strategy, Concept Creation, TVC
Paturain's challenge
How does Paturain successfully launch a natural cream cheese in a market that’s already dominated by lots of iconic competitors?
The insight
Consumers are becoming increasingly conscious of the ingredients in their food. Unlike its competitors, Paturain Naturel is made with just three simple, natural ingredients: milk, cream, and a pinch of salt. This gives Paturain Naturel the purest and freshest taste unlike anything else in the supermarket today.
Our core creative idea
In the Netherlands, natural cream cheese is often used as a base for other toppings like salmon, avocado, or tomatoes. But Paturain Naturel doesn’t need any extra’s. Therefore our message was very clear: Paturain Naturel tastes perfectly delicious in its purest, natural form. You don’t have to add anything at all!
