The Story of Dorothy’s Cheese

Objective

In 2017, Dorothy’s Cheese was a new company poised to launch with little brand awareness. They needed a cost-effective strategy to share their cheeses and female-empowerment undertones to the right audience. In order to secure desired sales and national recognition, Dorothy’s Cheese needed a marketing strategy that was organic, authentic and clear.   

Solution

 Ecko Digital was hired to manage the marketing launch on social media. To start, we put resources towards partnerships with female influencers in Chicago since the farm was local. We established brand identity in this market through a variety of successful activations including in-store Instagram meet-ups and influencer trips to the farm in Illinois and successfully began rolling out the campaign to the rest of the country.  Our strategy remained on female empowerment-focused food influencers, experiential giveaways and fan-generated content. We drove a hugely successful launch, all while supporting Dorothy Creamery’s ongoing marketing through managing the company’s Instagram page.  

Results

In two years, Dorothy’s Cheese’s Instagram following grew from zero to over 12.6K. The launch resulted in increased sales projections for the brand and a nationwide rollout of the product. Dorothy’s Cheese can now be found in all retail grocery stores, nationwide. You can follow their journey on Instagram where Ecko Digital Media continues to run their page at @dorothycreamery.