Valio published a press release on Instagram stating that it is considering changing the name of Aura cheese. The publication says that in the future blue cheese will be known as Valio blue cheese.
Aura cheese without the Aura label is sold in Kupita Citymarket. In the photo, merchant Hannu Aaltonen. Vesa-Matti Wrong
Valio says on Instagram that it is considering calling Aura cheese Valio blue cheese in the future.
– The spark of passion between Valio Aura blue cheese and the people of Turku has faded, the social media update begins.
After that, Valio says that he delivered a batch of blue cheeses to Kupitta Citymarket in Turku, from which the name “Aura” has been removed.
– The purpose of the pilot is to find out how strong emotions Aura blue cheese still evokes in the people of Turku. After the pilot, Valio will consider whether the Valio blue cheese name will be used throughout Finland.
The Instagram post has been filled with dismayed reactions.
– The dumbest idea I’ve ever heard.
– You are throwing a great brand in the trash if you change this.
– Hello, April’s Day is in spring.
– Kick the idiot who thinks this is a good idea or thinks it’s a funny joke.
To the delight of the dismayed, however, it is a market grab. To Turku Sanomat Valio’s marketing manager Nina Wahlström says that Valio was not serious.
– This is a playful pilot that will be implemented in Kupitta with Citymarket.
– Yes, it has already been seen here that Aura is so loved that there is no need to change the name. Of course, we wanted to attract attention here, Wahlström tells Turku Sanom.
According to him, the advertising campaign will continue until next week.