20th Anniversary

In 2023, in honor of 20 years of cheesy goodness at Beecher’s Handmade Cheese, SpecialGuest and Mudge collaborated on Beecher’s first paid ad campaign, designed to celebrate its food and customers.

When food is as delicious as Beecher’s, it’s no wonder so many people rave about it.

SpecialGuest’s campaign, in collaboration with Mudge, consisted of 12 videos for social and CTV featuring close-ups of Beecher’s mouth-watering cheeses and dishes—such as lasagna and mac and cheese—and hilarious online comments from customers, including “When I die, if the place I end up doesn’t have @BeechersCheese cheddar, it’s not heaven.”.

Launched in Seattle, the campaign promoted the brand’s well-loved products alongside new products, such as the tomato and cauliflower soup. In this way, the campaign not only celebrated Beecher’s 20 years with loyal customers but also reached new customers. 

The videos made 54 million impressions and saw 40,258 clicks. Overall, the campaign effectively increased awareness and consideration of Beecher’s brand as well as positive brand sentiment, according to Brand Tracker.