The Regg It Up campaign was designed to make Parmigiano Reggiano appeal more with American consumers. What started as a call-to-action inspirational idea quickly wheeled into a multi-level campaign including branding, in-store displays, video series, website and social campaign. It all started with the design of the seal to represent the time-honored artistry of the cheese production process.

Spitball was tasked with creating an in-store program that would encourage customers to grab a wedge. So we did what no one else would, of course. First, we created a custom mold, modeled to look like a cheese wheel. Then, we halved and hinged it with the bottom serving as the food-friendly display vessel and the top housing a motion-sensor video screen that would play educational shorts. A work of art we must say.