Daisy Recasts Cottage Cheese as Modern Day Essential

The latest campaign from longtime agency of record Blue Chip brings Daisy Cottage Cheese into shared experiences while refreshing the jingle that has made the brand cultural shorthand.

Instead of static scenes where people quietly eat cottage cheese, the new commercials feature playfulness and connection over food. In one spot, scenes flow from a couple playfully cooking breakfast together, adding cottage cheese to their eggs, to a dad blending smoothies while his kids build a makeshift couch fort—one he eventually delivers the smoothies to before climbing in to join the fun himself.

Cottage cheese has emerged from “grandma’s fridge” to a cool protein-packed essential, thanks in part to Daisy advertising and the social media attention it has inspired. The new campaign portrays Daisy Cottage Cheese as the enhancer that makes familiar foods better and mornings more playful.

“People already understand that cottage cheese is a quick, easy way to get a lot of protein,” said Darick Maasen, creative director at Blue Chip. “TikTok has done a lot of that education for the category. That gives Daisy permission to focus on energy, taste, and joy. This isn’t a secret indulgence—it’s a shared boost to your day, your meals, and your life.”

The work also refreshes one of advertising’s most recognisable audio assets. The iconic jingle—originally created by Blue Chip seven years ago—returns with an updated tempo and new lyrics highlighting how Daisy Cottage Cheese brings out the best in you, while preserving a fan-favourite line: “Only Daisy Cottage Cheese Will Do.”

“Social media has unlocked so many fresh, creative ways for people to enjoy cottage cheese,” said Erik Christensen, director of brand marketing at Daisy Brand. “We’re tapping into that wave of inventive recipes and genuine excitement to keep Daisy right at the heart of culture and everyday meals.”

By sticking with a consistent vision and team – from agency Blue Chip to director Jason Koenig and dedicated production partners – Daisy Brand has built a cohesive identity across its portfolio of cottage cheese, dips, and sour cream. The result is a brand world defined by joy, movement, and taste appeal—one audience recognises the moment the music starts.

“I’ve never worked on another brand where there’s such a shared shorthand for how the work should feel,” Darick added. “When I tell people I work on Daisy, they start singing the jingle. They know the tone, the energy, and the emotional payoff right away. That kind of connection doesn’t happen by accident.”