GIGIL Campaign: Danes Cheese and GIGIL solve the issue of Valentine’s Day heartbreak with the “Danes Breakup Insurance” campaign
On the first Valentine’s Day of the Philippines under lockdown, GIGIL helped Danes address the issue of heartbreak with the
creation of the country’s first “Breakup Insurance.”
Designed to promote Danes Cheese’s Sweet & Creamy variant and to help position it as the sweetest cheese you can buy in the
market, GIGIL launched the Danes Breakup Insurance campaign in the week leading up to Valentine’s 2021.
The motivation? The GIGIL and Danes noticed that as couples were kept in quarantine, sweetness was on the low and breakups
were on the rise. But as the millennial cheese brand that stands for sweetness, Danes Cheese Sweet & Creamy wanted to protect
its customers from the “LANDEmic.”
So on the week of Valentine’s, Danes Cheese transformed itself into an insurance company and introduced the Valentine’s Breakup
Insurance from Danes Sweet & Creamy. The first and only insurance plan issued to provide sweetness among the heartbroken
during Valentine’s.
Every issue of the Danes Breakup Insurance gave policyholders the following benefits: a jar of chocolate, a Zoom date with a
Danes-certified hottie, and a complimentary Danes Cheese Sweet & Creamy kit from the brand.
The result? For the duration of the campaign, over 626 people applied for the Danes Breakup Insurance. 30 insurance claims were
filed, and 30 heartbroken people were given sweetness. But the sweetest thing? This GIGIL campaign also helped Danes Cheese
Sweet & Creamy become the #1 Best Performing SKU under Danes Cheese flavored products, and contributed an 8% increase in
total revenue for the brand in February 2021. This campaign proved that the issue of heartbreak is no issue for the sweetest
cheese brand in the market, Danes Cheese Sweet & Creamy.
“One ad has just taken the throne for the realest one yet this hearts’ day: A Valentine’s Breakup Insurance offer from Danes Cheese.”
– spot.ph
“We were together for 13 years. He found somebody else. [The Danes Breakup Insurance benefits] helped me in the process of
moving on. Because even if my partner left me, I realized a brand like Danes still loves me.” – Geleen from Bulacan, Danes Breakup
Insurance Policy Holder #0000394