After 80 years in business, Hautly Cheese Company is well known in its hometown of St. Louis. But with little marketing support and unenthusiastic grocery sales, Hautly needed to revitalize the company’s namesake brand of cheese. Insight into the Hautly consumer revealed that they were seeking culinary enjoyment at an affordable price. Sharing enjoyment with family and friends was the basis for the “How Do You Hautly?” campaign and online contest. With a lighthearted tone, consumers were asked via social media to upload photos and videos demonstrating how they enjoy Hautly cheese. The campaign successfully helped to personally re-engage consumers with the Hautly brand and made a positive association between the brand and good times with family and friends.