Kraft Natural Cheese

LOCATION: Northfield, IL

DESIGNER: McGarry Bowen and Aziz Rawat, Chicago, IL

GRAPHICS SUPPLIER: Modagrafics, Rolling Meadows, IL

MARKING MATERIALS: Avery MPI 1005 Digital print film, non-reflective vinyl

All cheese is not created equal. That's the message Kraft Natural Cheese wanted to present to passing motorists. And that's the message delivered as motorists see yummy nachos dripping with Kraft cheese along the sides of the trailers, and a big yellow block of cheese on the rear doors that will make motorists hungry from the start. Along with the line “The cheese is everything,” passing motorists are left with little doubt.

The decision to go with 120 trailers represented a commitment the company felt it needed. “In the minds of our consumer, all cheese is pretty much created equal. We need to reassert ourselves as the clear leader by reminding them of Kraft's rich heritage when it comes to making cheese,” says Michael Cole, director of transportation.