Jarlsberg, a well-known cheese brand distributed by Norseland, faced a perception challenge: many consumers viewed it as a generic Swiss-style cheese rather than a distinct brand with a unique origin and heritage.
To shift this perception, Bender Group PR developed a strategic campaign focused on storytelling, media education, and experiential engagement—designed to reposition Jarlsberg as an authentic Norwegian brand with a rich history and premium identity.
Watch the Campaign in Action
Client Overview
Jarlsberg is an internationally recognized cheese brand with more than 60 years of heritage rooted in Norway. Known for its distinctive flavor and production process, the brand has long held a presence in the global market.
However, despite strong recognition, many consumers misunderstood Jarlsberg as a type of cheese rather than a branded product with a unique origin story—limiting its ability to differentiate within a competitive category.
Strategic Approach
Bender Group PR developed a campaign centered on education, heritage storytelling, and experiential media engagement.
The strategy focused on:
- Reframing Jarlsberg as a Norwegian brand with a 60+ year legacy
- Highlighting its original recipe and production heritage
- Using experiential moments to bring the brand story to life
- Leveraging earned media to reinforce positioning across national outlets
This approach reflects how a modern PR strategy is structured, where storytelling, credibility, and media alignment work together to reshape brand perception.
Campaign Execution
To execute the strategy, Bender Group PR implemented a coordinated campaign combining media education, immersive experiences, and national outreach.
Media Education & Brand Storytelling
The campaign began by educating journalists on Jarlsberg’s origins, emphasizing its Norwegian heritage, craftsmanship, and distinct identity.
By shifting the narrative from “cheese type” to “heritage brand,” media were able to position Jarlsberg within a more premium and differentiated context.
Experiential Media Engagement
To deepen understanding and create a memorable brand experience, Bender organized immersive opportunities for media to engage with the brand’s story.
This included:
- A Norwegian-themed press event in New York City
- Opportunities for journalists to experience the brand’s cultural and culinary origins
- Firsthand exposure to the story behind Jarlsberg’s production and identity
These experiential elements transformed the campaign from a messaging effort into a tangible brand experience.
National Media Strategy & Outreach
Bender Group PR executed a targeted media strategy designed to amplify the campaign’s narrative across high-impact outlets.
The approach included:
- Strategic placement in top-tier national and lifestyle publications
- Expansion into business and broadcast media to reinforce credibility
- Consistent messaging across all placements to strengthen brand positioning
Narrative-Driven Positioning
Rather than focusing solely on product attributes, the campaign positioned Jarlsberg as a story rooted in heritage, authenticity, and craftsmanship.
This allowed media coverage to:
- Emphasize brand identity rather than product category
- Engage audiences through origin and authenticity
- Reinforce differentiation within a crowded market
The campaign secured coverage in The New York Times, Forbes, and national broadcast programs — reinforcing Jarlsberg’s identity as a distinct, premium brand rooted in Norwegian heritage.
Total Facebook entries for the trip to Norway giveaway contest.
Featured Media Coverage
The campaign generated widespread national coverage across print, digital, and broadcast media.
Notable placements included:
- The New York Times
- Forbes
- Good Housekeeping
- Family Circle
- National broadcast programs
This visibility helped reposition Jarlsberg as a premium, internationally recognized brand with a distinct identity.
Campaign Highlights
- Repositioning Jarlsberg from product category to heritage brand
- Development of a media education-driven PR strategy
- Experiential press event reinforcing Norwegian identity
- National media placements across lifestyle, business, and broadcast outlets
- Consistent storytelling focused on origin, craftsmanship, and authenticity
Results and Impact
The campaign successfully shifted consumer and media perception of Jarlsberg, establishing it as a differentiated brand with a strong heritage narrative.
Key outcomes included:
- Extensive national media coverage across top-tier outlets
- Improved brand positioning as a premium, authentic product
- Increased consumer awareness of Jarlsberg’s origin and identity
- Sustained visibility driven by consistent storytelling
Beyond immediate coverage, the campaign aligns PR with brand positioning and demonstrates how PR impact is measured through long-term perception shifts—not just short-term visibility.
Results from the Summer Grilling Giveaway Series, which led to 255,493 total entries.
Related Public Relations Services
This campaign integrated brand positioning, media education, experiential PR, and earned media outreach to reshape how a product is understood in the market.
It demonstrates how a structured PR strategy can align storytelling, media engagement, and audience perception to drive meaningful brand transformation.
Explore More Case Studies
See how other brands have used strategic public relations to reshape perception and drive results across industries.
Take Control of Your Brand Narrative
Changing how your brand is perceived requires more than visibility—it requires a clear story and the right strategy to deliver it.
Bender Group PR helps brands develop strategic campaigns that combine storytelling, media placement, and experiential engagement to drive lasting impact.
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