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.

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.