"Who": Barnes & Richardson for Coyote & Bel Belgium
Barnes & Richardson for the advertising agency Coyote & Bel Belgium, a company from the branded cheese sector.
"Why": Leerdammer
The aim of the buzz marketing campaign is to promote Leerdammer cheese.
"What": "Change your fridge!"
By playing the big Leerdammer "Change your fridge!" competition, 10 players a week who make the closest guesses as to the number of participants entered during that week win a Smeg fridge, every week for 8 weeks!