We began by defining macro-challenges associated with this campaign, as well as outlining relevant shopper mind-sets to target.  In sum, the brand needed to recruit shoppers that were avoiding the category due to negative health perceptions, as a priority.  During a time when many brands were shouting about health credentials, leveraging this brand's equity was key, particularly in reassuring the shopper on the taste of their cream cheese and the health benefits along-side it.  Securing branded media out of category was therefore crucial to success  Chilled category benchmarks (200+ control versus exposed store studies) were reviewed within planning to unlock the most effective campaign.