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Insight of the Day: How Challenge Dairy leaned on YouTube influencers to propel Danish Creamery from heritage to all-the-rage


  • Challenge Dairy utilized YouTube influencers to promote Danish Creamery, a super-premium butter brand.

  • The promotional strategy aimed to transition the brand from a heritage product to a trendy, sought-after item.

  • Michael Burdeny, president of Challenge Dairy, highlighted the role of influencers in reaching a broader and younger audience.

Key Takeaway:

  • Leveraging YouTube influencers can effectively modernize and popularize heritage brands, making them relevant to new consumer segments.


  • The use of social media influencers, particularly on platforms like YouTube, is becoming a crucial strategy for promoting food and beverage products, especially in the super-premium category.


  • Challenge Dairy's success with Danish Creamery underscores the power of influencer marketing in revitalizing traditional brands.

  • Influencers can bridge the gap between heritage products and contemporary consumer trends, expanding market reach and driving sales.

Implications for Brands:

  • Influencer Partnerships: Collaborating with social media influencers can boost brand visibility and relevance, particularly among younger demographics.

  • Modernization of Heritage Brands: Updating the image of traditional products through contemporary marketing strategies can attract new customers while retaining existing ones.

  • Targeted Marketing: Influencers can help brands tap into specific consumer segments, ensuring more effective and personalized marketing efforts.

  • Engagement and Trust: Influencer endorsements can build trust and engagement, as consumers often view influencers as relatable and trustworthy sources.

  • Platform Utilization: Utilizing popular social media platforms like YouTube can enhance promotional efforts, making heritage brands trendy and desirable.


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