In 2011, La Vache qui rit’s competition was stealing market share left, right and center. In a category that lacks differentiation, La Vache qui rit, a premium brand, was getting lost in the clutter. So we decided to build a stronger brand that connects with kids directly and decided to send the Laughing Cow on a journey. ”The Adventures of La Vache qui rit” were born, a campaign concept that ended up being successful for years to come, kicking off with “The Quest for the Missing Cheese”.
Dana Abdulal, Sheni Meledath, Fadi Bustros
Rahmat Hidayat, Lokesh Gahlot, Leo Burnett Chicago
Saad Shams, Leo Burnett Chicago