Good Culture set out to change the way people think about cottage cheese, and when our brand went viral on social media, we knew it was time to go bigger. Despite lingering stigmas, we wanted to show the world that Good Culture isn’t just loved—it’s obsessed over. Leading the campaign from the client side in partnership with &Walsh, I helped build a campaign grounded in striking visuals, relatable faces, and fresh creative energy. The Obsession is Real celebrated all the fun and quirky ways people embrace the curdy goodness of Good Culture in their lives. Designed exclusively for media, the campaign spanned CTV, OOH, and social retargeting, driving 10x traffic to our website and gaining thousands of email subscribers in just one month. Phase one has set the stage for what’s next—stay tuned for phase two in spring 2025.