To draw attention to this cheese, which is adored in Italy but relatively unknown in the United States and Canada, we created a campaign that appeals to culinary explorers who never stop venturing out to try new things because they refuse to believe that they already know the best that Europe has to offer. Through a communication system inspired by the product's origins in the Dolomites of northern Italy and the region's association with hiking and outdoor sports, we created a communication system that recognizes and rewards those who respond to adventure’s call.