Dialogue141 has created an on-pack promotion for Arla Foods to encourage shoppers to try Castello Blue cheese with a money-back guarantee.

The campaign targets consumers who think they don’t like blue cheese by persuading them to ‘take the taste challenge’ and try Castello Blue.

The ‘Take the taste challenge’ promotion features on 350,000 packs of Castello Blue, and is in store from 9 June, 2010. The promotion forms part of the overall campaign, to encourage shoppers to try the gourmet blue cheese and convert trialists into regular purchasers.

Dialogue141’s experiential activity gave consumers the opportunity to try the cheese in Tesco, Sainsbury’s and Asda stores nationwide. Hundreds of thousands of shoppers around the country tried Castello Blue and 78 per cent of them gave it the thumbs-up when asked to vote on whether it had changed their view about blue cheese.

The on-pack promotion also invites consumers to try Castello Blue and change their view. If they’re not convinced they’re entitled to their money back.

Nanette Cowley, brand manager at Arla Foods, says: “With two-thirds of the UK not eating blue cheese, we believe Castello has the power to change people’s perception. We want more UK shoppers to experience the mild and creamy taste of Castello Blue for themselves.”