Notes

In this ad, the pirmary image is a cartoon of some sort of ambiguous machinery whose imputs are “real” Wisconsin cheese wheels and “pixie dust” and its outputs are “CPF” enzyme modified cheeses. This cartoon machine resembles a funnel and the resulting product is drawn as a powder or shreeded cheese product. There is also a machine operator who role appears to be waving a magic wand at the machine, insinuating that this is a “magical” process. All of the Fairyland operators appear to be happy and enjoying the work they they are doing. 

[Transcription]:

Title: DFL enzyme modified cheese…the better way to cheese flavor and character while holding costs in line

Subheader: “CPF” Products

Body: In today’s competitive market, yoyr products need all the help and imagination they can get. DFL’s line of “CPF” enzyme modified cheeses will do that. Created especially to meet the needs of food processing, we offer the intensified flavor characteristics of aged natural cheese coupled with reduced of application. 

More than that, you can choose from virtually any natural cheese type, including Cheddar, Swiss, Edam, Parmasan, Provolone, Mozzarella, Romano - all modified by our exclusive multiple enzyme curing system. Controlled development yields a variety of flavor profiles, product compositions and product forms. 

Whatever your product - Snacks, Crackers, Pizza sauces and toppings cheese dips and sauces, processed cheese, cheese foods, cheese spreads - if it contains cheese, “CPF”’s will give you maximum flavor and improved profits. 

So get away from the ordinary. Our highly trained technical services staff will work with you from concept to completion for optimum results…confidentially. 

Working samples and technical data on request. 

Wisconsin

Captured by: Emma Jacquay

I was drawn to this add initially because of the cartoon which provided a brief image of how their enzyme modifed cheeses are crafted. That being said, the specifics of this process is left up to the viewers imagination as we only see Wisconsin cheese wheels and pixie dust as imputs and a funnel dispensing the finished product. The inclusion of the detail about the cheese being from Wisconsin is something that helps build the credibility of Dairyland as a producer of cheese alternatives, as Wisconsin is a place famous for their cheese. The intentional whimsy added through the use of pixie dust and magic wands helps to obscure the actually process behind the production of these cheese alternatives, as I would assume they would not be looked upon positively in the public eye. This ad also acknowledges the public’s potential hesistancy to consume products which cheese alternatives, something which I had never seen done before in any of the ads I have worked with, through the inclusion of Dairyland commitment to maintaining its customers confidentiality. They also make appeals directly to potential customers by marketing their enzymes as a cost effective alternative to actual cheese. This was something I was interested in looking into further potentially to see if there was a reason for which this might have been important for Dairyland to include multiple times in thier ad, perhaps maybe something was going on with the dairy industry at this time or there was a shortage of dairy products which raised the price of cheese and created a market for these alternatives. I was also shocked at the variety which this ad includes. They mention no less than 7 different types of cheeses and 9 differnt types of products containing cheese of which they are able to produce and be incorporated into existing products. I thought this was incredible considering there is no real description of how these modified cheeses are crafted or what would allow them to create so many differnet flavor profiles. Finally, this ad also makes it a point to offer its consultation services to its potential customers, reasuring them that they are both highly trained and willing to help enhance customers’ products.