Title Image

CONO – Marketing Toolkit

Specialty cheese shops and cheese marketeers are an important channel for CONO cheesemakers.

Now New Next was asked to develop a marketing toolkit for this channel.




  • Consumer research (Quotus Research)
  • Desk research into the new generation’s trends and drivers
  • Formulation of three strategic pillars: the client at heart, the cheese story, cheese in a new context
  • Generating ideas for the short, medium and longer term



The end result was a toolkit containing a full array of marketing tools for CONO to offer its buyers. The tools are pragmatic, detailed and closely connect with the previously determined strategy.

The diverse tools have different marketing functions (customer retention, market penetration, new target group, etc). Various options were created that make scaling possible within the tools, ensuring that these can be used widely and are easily adaptable to a host of different situations.



Executed by

Elian van Dijk & Roel Vink

In co-operation with

Anne-Paulina de Jong, Quotus Research, Brechje Albert & Els Polhuis


3 December 2019


Food & packaging design, Packaging innovation, Product development


CONO, Consumer research, Desk research, Marketing, Marketing Toolkit