WorkSwitzerland Cheese Marketing

Swiss Master Cheese

Creating the ultimate
challenge for cheese lovers

The Challenge
Switzerland Cheese Marketing is a non-profit organization that promotes the different varieties of Swiss Cheese around the world. As its trusted partner in the competitive Iberian market, Marketwise is in charge of creating memorable experiences to win over consumers and reinforce the profile of Swiss AOP cheeses as the gold standard for taste, quality and authenticity. Swiss Master Cheese is a cheese lovers’ dream: a wildly popular blind tasting competition that lets you win your weight in cheese!
All about Swiss cheese
Alternating every year between Barcelona and Madrid, Master Cheese is an immersion day in the world of Swiss cheese. An informal tasting for the 500+ participants and a masterclass with Spain’s best-known cheese expert, Enric Canut, precede the main event: a blind tasting competition in which 80+ contestants selected through a Facebook competition battle to win the coveted title and a lot of cheese. Also, where else could you nibble from a cheese board in the shape of one of Las Meninas by Vélazquez? It happened in 2018.
Spreading the word
Master Cheese is the result of a months-long multi-channel campaign that starts with social ads and earned advertising at gourmet stores and gains traction with PR targeted at the foodie community, journalists and influencers. From outdoor advertising to partnerships, social media to media relations, Marketwise oversees all aspects of the operation, including the production of the event.
The goal
To increase brand awareness and customer engagement in the Spanish market, positioning Swiss Cheeses as the reference for discerning consumers aged 30-55.
122,3 M
average media audience each year
direct participants
in the events
In Ad Value
International awards
Galaxy Awards 2020 – Silver, for Best Special Events – Product Awareness
Stevie Awards 2020 – Bronze, for Best Experiential Event – Brands & Experiences
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