Mischievous goats become cheese masterminds in Montchevre spots

How does Montchevre come up with its goat cheese innovations?

According to new ads for the Saputo-owned brand, the answer is mischievous goats. After Montchevre’s goats make a series of messes, a farmer is led to concoct unexpected goat cheese flavors, such as cranberry and port, with inspiration from the incidental concoctions.

“Goat-cheese demand continues to rise, as does consumer demand for complementary and complex flavor combinations,” said Jenny Englert, Saputo USA marketing director, in a statement. “With the Montchevre brand, we’re purposely mischievous in our innovations and always looking for those unique flavor profiles and product combinations that break the norm and help us stay ahead of trends and consumer demand.”

Montchevre created “Make Mischief with Montchevre” in collaboration with agency Carmichael Lynch and production company Smuggler. The three spots promote Montchevre products being released this year.

New Montchevre Duos feature two-in-one flavor mashups in a log form, available in Sweet Hot Peppers + Garlic & Herbs and Blueberry + Lemonade, that will be made available for shipping in August and will be in stores as early as mid-fall, according to Montchevre.

The campaign will run across Instagram, Facebook, TikTok and Pinterest.