Trikatas’ Cheese Academy: already 50 000 students

The Trikatas’ Cheese Academy was opened only 4 months ago, but the wave of interest has been extremely high. 50 000 interested visitors, who are willing to learn about the types of cheese, uses of cheese and the compatibility with other foods. The rules are simple: if a student passes Level 1 and Level 2 tests, they receive a certificate of being a Cheese Expert.

The first graduates were quite a few well-known individuals - Anna Rozite, Renars Zeltins, Roberto Meloni and others. The awareness and exposure of the Academy was also increased by a set of outdoor banners, that encouraged people to find answers to questions like “does cheese really have living species on it?”

This campaign is a great example of content marketing. The message has survived even though active communications have finished. The Academy has definitely extended the consumer knowledge on several topics as the consumption of Cheese Trikata significantly increased.The Company that produces the various types of Cheese Trikata - ‘Latvijas Piens’ - combines more than 600 Latvian dairy producers. During the last year they have doubled their market share in Latvia, despite the fact that the total cheese market had decreased by 3.9% (data source: Nielsen).

We are delighted to see that latvians can appreciate the quality of Cheese Trikata, not only the International Cheese Awards 2013 jury that awarded the prestigious 1st place and Gold Medal to the “Trikata Snowballs with tomatoes and basil”.