There’s been a lot of excitement lately with the launch of Coach Farm’s newest product – Rawstruck – our first ever Raw Milk Goat Cheese. But naming this cheese was no easy feat! Since this cheese was so different from our other offerings, it needed a different name…something unique and unlike our other classically named cheeses. To come up with a creative moniker, we reached out to YOU – the public – to help us!
To start, we partnered with Culture: Word on Cheese Magazine
to create a user engagement program that utilized digital and social
media platforms. As part of this
program, we selected bloggers to receive samples of the cheese to describe its
characteristics, videos of the process were posted to YouTube, ads were placed
on both Culture and Coach Farm’s websites and pictures of the cheese were in
heavy rotation on sites like facebook and twitter. The naming contest went viral very quickly thanks
to our fans sharing with their networks as well.
Our 6 bloggers did a really great job with their vivid
descriptions of the cheese. “Angel food
cake of goat’s milk cheese”, “a surprising depth of flavor that pleasantly
lingers”, and “a cheese with a crumbly texture at first that literally melts in
your mouth” were just some of the descriptions we heard (you can read the blog
posts here). All of the adjectives used suggested surprise
or “awe” at the flavor and texture of this new cheese. We received an overwhelming response, but the
name that best summed up the descriptions was Rawstruck.
Want to learn more about Rawstruck? Then please
visit http://www.coachfarm.com/WWA/newproducts.html. You can also visit our facebook page to see what our
fans had to say about our first ever Raw Milk Goat Cheese!
