rinds & roses fromaginators
THE SITUATION
redefining the “cheesehead” at the kentucky derby
Wisconsin is famous for its cheese, and for its cheeseheads. But behind the novelty lies a world-class dairy industry producing some of the most awarded, artisan cheeses on the planet. Proudly Wisconsin Cheese, the consumer arm of Dairy Farmers of Wisconsin, set out to shift public perception: from kitschy to craftsmanship. And where better to spotlight elevated headwear than the Kentucky Derby?
THE IMPACT
The “Rinds and Roses” campaign didn’t just turn heads, it flipped the cheesehead narrative and filled shopping carts with delicious cheeses. The campaign generated over 1 billion earned impressions across 240+ media placements, drove a 46% sales lift at local Louisville Kroger and Murray’s stores, and secured broadcast coverage in more than 50 markets outside Wisconsin. Featured in People, USA Today, Us Weekly, and more, the campaign delivered $15.7 million in earned media value.
THE SOLUTION
To reimagine the cheesehead, Spool partnered with famed milliner Christine A. Moore to create the Rinds and Roses Collection—a lineup of Derby-worthy fascinators made with award-winning Wisconsin cheeses. A luxe editorial shoot launched the campaign, followed by a red carpet debut with Top Chef judge Gail Simmons, and a full Louisville takeover including on-site sampling and a chef partnership with the iconic Brown Hotel.
broadcast hits in 50+ markets outside wisconsin
46% sales lift at local stores
1b+ earned impressions