With New Client Crystal Farms, Public Works Loves Cheese Even More Than They Used to Love Cheese. And They Used to Really Love Cheese. A Lot.


By Egotist / /

Working on something you’re passionate about is pretty much the ultimate goal in advertising. So, when Minneapolis-based agency Public Works won the Crystal Farms Dairy Co. account late in 2020, let’s just say there was no skimping on the celebratory nachos. Fast forward to a few months later and Public Works is helping launch an entire brand reboot for the beloved Midwestern cheesemaker. The For Farm and Family campaign launched in mid-May with in-store, outdoor, radio and social. TV and online video start airing Memorial Day Weekend. “If you grew up in the Midwest, you grew up with Crystal Farms cheese,” said, Jenny McDowell, Partner and Business lead at Public Works. “We are honored to help them articulate what the brand has always stood for– being a Midwestern dairy company committed to making the best cheese by sourcing from and supporting family farms across the Heartland,” she continued.

Roxane Bernstein, President and General Manager of Crystal Farms, added, “the For Farm and Family campaign really captures who we are as a company and a brand. We are super proud that we were able to feature some of our dairy farmers and their families in the work and believe it helps position us for continued growth in the Midwest and beyond.”

The work is initially breaking in multiple markets across the Midwest and will lead the way to a public relations push and other in-market activations. The Public Works team is already augmenting their back-to-work plan by adding a second cheese drawer in the agency refrigerator.


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