To increase penetration in Mexico and the Andean region, where the culture and consumption of French cheeses were almost non-existent because they were considered luxury or inaccessible products, we created a campaign that connected with consumers seeking exciting, meaningful, and above all, different culinary experiences. During a three-year 360 campaign, we created digital content such as infographics and recipes, OOH advertising and TV commercials, culinary experiences such as live events with chefs, master classes, and tastings, as well as countless public relations and trade marketing activities. Most relevant results of the campaign: +75% increase in French cheese imports to Mexico between 2016 and today. +193% above brand objectives.