![](https://jliebl.com/wp-content/uploads/2017/05/prod-cottage-cheese-4per-16oz.png)
With increased competition from competitors and private label brands, Kraft-Heinz’s Knudsen brand desperately needed an update that would allow it to better align with the needs and expectations of today’s consumers.
![](https://jliebl.com/wp-content/uploads/2016/01/knudsen_brandbook.jpg)
Inspired by its signature sour cream and cottage cheese made from fresh, pure California dairy milk, Knudsen was repositioned with a vibrant personality, brand platform and recipe strategy that inspires consumers to appreciate little moments from the first bite to the last.
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![](https://jliebl.com/wp-content/uploads/2016/01/knudsen.jpg)
The brand platform, Delicious From the First Bite, came to life in a fully-responsive website and vibrant tabletop photography.
The site included the brand's story, nutritional information and recipes featuring an exciting medley of flavors–all made with fresh, hand-picked or in-season ingredients that compliment the product.
![](https://jliebl.com/wp-content/uploads/2016/01/knudsen_ipad__0002_Recipes.jpg)
![](https://jliebl.com/wp-content/uploads/2016/01/knudsen_ipad__0003_Recipe.jpg)
![](https://jliebl.com/wp-content/uploads/2016/01/knudsen_nutrition.jpg)
![](https://jliebl.com/wp-content/uploads/2016/01/knudsen_heritage.jpg)
Bite-sized social media content, enticed consumers with quick and easy recipes, fun ways to engage with the brand and exciting new uses of the product.
![](https://jliebl.com/wp-content/uploads/2016/01/Knudsen_iphone6.jpg)
![](https://jliebl.com/wp-content/uploads/2016/01/knudsen_social_plusup.jpg)
![](https://jliebl.com/wp-content/uploads/2016/01/knudsen_social_face.jpg)
There’s nothing quite like that first bite. Inspiring consumers to be mindful of that moment helped reinforce Knudsen’s ability to easily make a snack or meal go from good to delicious. Reconnecting with the brand’s California roots helped strengthen its relationship with consumers throughout the West Coast.