Guest Columns

Perspective:
Dairy Marketing

Power of pairing: guiding shoppers through the specialty cheese case

Michelle Trowbridge

Michelle Trowbridge is director of retail channel marketing at Dairy Farmers of Wisconsin, Madison, Wisconsin. She contributes this column exclusively for Cheese Market News®.

The specialty cheese case is one of the most deliberate shopping environments in the store.

Shoppers approach it with interest and intention, but also with limits. There is only so much information anyone can take in at once. When the case is full of unfamiliar options, many shoppers fall back on what they already know. The category sparks curiosity, but that curiosity does not always turn into trial.

One principle consistently proves effective in closing that gap: Listen to your shopper.

When retail programs are built around how people actually shop for cheese, the work gets clearer. Language becomes more approachable. Ideas feel useful in the moment instead of theoretical. That thinking is behind Dairy Farmers of Wisconsin’s retail initiative, Welcome to Wisconsin. The campaign will be introduced this month and activated at retail May 1-31. It is designed to support discovery in the specialty cheese case, encourage trial and create natural opportunities for retailers to grow the basket.

The Welcome to Wisconsin campaign is built for shoppers who care about flavor, quality and story, but who also want confidence that their choice will work once they get home. Cheese is not treated as a single decision. It is treated as the starting point for an experience.

Pairings do the heavy lifting. They lower the barrier to trial and make discovery feel manageable. With a few well-chosen ingredients, shoppers can enjoy a familiar cheese in a new way or take a small leap with something they have not tried before. Either way, the outcome feels achievable.

This approach reflects what we consistently see in store. Shoppers plan ahead, then quickly narrow their options. Familiar cheeses tend to win because they are easier to evaluate in the moment.

Pairing inspiration adds clarity. It gives shoppers a reason to pause and consider how a cheese might fit into a meal or occasion. That context makes it easier to compare options and feel comfortable choosing something outside their usual rotation.

This is not about complicated recipes or teaching shoppers how to cook. It is about meeting them where they are and offering ideas that feel intuitive. A simple combination. A new way to enjoy a favorite. Something that makes an ordinary night feel a little more special without requiring much more effort.

A usage study reinforces the opportunity. Fifty percent of respondents say they would definitely engage with unusual cheese pairing content. The interest in discovery is there, especially when shoppers feel supported rather than overwhelmed.

In-store sets are designed to feel like a guided tasting. Signage with QR codes connects shoppers to beautifully photographed pairing ideas and simple how-to guidance, answering one clear question quickly: What pairs with this cheese? Throughout the experience, retail storytelling reinforces Wisconsin as a source of trust and craft.

The campaign is intentionally buzzworthy. High visual presence, bold language and layered placement help it stand out in a dense retail environment. At the same time, it remains grounded in utility. Every element is designed to help shoppers make a decision they feel good about. In-store demo opportunities further bring the pairings to life, allowing shoppers to taste and engage with Wisconsin cheese alongside complementary ingredients. This experience builds confidence, sparks inspiration and encourages immediate purchase across the basket.

Beyond the store, the initiative extends to where shoppers already look for food ideas. Pairing content, recipes and usage inspiration live in retailer digital and social channels, reinforcing what shoppers see in store.

Retailer feedback played an important role in shaping the program. Retailers consistently look for cross-merchandising opportunities that help grow the basket and drive awareness across departments. A pairing-led approach delivers on both.

Shoppers do not avoid information. They look for it.

In specialty cheese, more information does not create clutter when it is purposeful. Research shows that 92% of shoppers notice or seek out information in the specialty cheese section. Seventy-five percent notice signage. Thirty-eight percent notice or seek out cross merchandising. Sixty-five percent purchase additional items to enjoy with their cheese.

The takeaway is simple. Shoppers want help at the case, and they want that help to be visual, relevant and immediate. When shoppers are invited to pair with confidence, the specialty cheese case becomes not just a destination, but a starting point.

CMN

The views expressed by CMN’s guest columnists are their own opinions and do not necessarily reflect those of Cheese Market News®.

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