I have to start this post with a disclaimer: I am seriously biased on the topic of cheese. I was born and raised in Green Bay, Wis., where cheese is a way of life! Needless to say, I am pretty fond of cheese and don’t plan on giving it up any time soon.
The reason I bring this up is in response to a billboard the non-profit organization called Physicians Committee for Responsible Medicine recently sponsored near Lambeau Field. With an ominous Grim Reaper on the side of the billboard warning “Cheese Can Sack Your Health,” PCRM took a strong anti-cheese stance in a notoriously pro-cheese state. It’s definitely a bold move. In my opinion, it’s not a smart move but a bold one nonetheless.
Now, I am in no way disputing cheese can have negative effects on your health. But I can’t understand what goal PCRM intended for this billboard. Wisconsinites were not the right audience for such a misguided message. In Wisconsin, dairy is not only a prominent industry, but also a source of state pride. People proudly don cheese-shaped hats and willingly call themselves Cheeseheads! Did PCRM really think people were going to look favorably on this billboard?
Maybe, PCRM thought the divisive billboard would increase its visibility and make people talk, which it did. But do I think the billboard stopped anyone from putting cheddar on their burgers or ordering some deep-fried cheese curds, the answer is a resounding NO. Don’t mess with Wisconsin and cheese, just don’t!
I’m proud to say Revelation PR, Advertising & Social Media received an Award of Excellence in the category of media relations. The judges from the Northeast Wisconsin Chapter noted the “well thought out research” and the “great results in one year” and actually gave enough points to the entry to receive the “Best in Show” award, though that ended up going to another campaign.
