Lift Mainland's role in the market to 'everyday premium' to establish the brand as specialists in cheese.

With time and craft at the heart of the brand, we created the hand etched stone dairy as a new distinctive brand asset. Flipping from colour-coded cheese to brand pride, the new Mainland blue reflects the purity, scale and awe of the Southern Alps, taking consumers straight to the '100% pure' New Zealand source. Most recently, the design evolved one step further to unlock the taste benefit for the consumer through an age and texture story.

Mainland successfully created a step-up premium offer that achieved No.1 in premium mainstream cheese.