To revamp the communication strategy for this French cheese and make it more accessible and appealing to young consumers, we created the “Melt for le fromage d'Affinois” campaign, focused on highlighting the unique sensory experience of a cheese so smooth that those who try it are the ones that end up melting for it. In the campaign, we highlight moments of consumption, the protected origin of this product, and the extraordinary combination of technology and ancestral savoir-faire behind its production.