Purpose: Increase the awareness and attractiveness of European cheeses to consumers by enhancing the modern and affordable image of these products; present the offer of European cheeses and varieties available in Brazil through a different and itinerant tasting experience; and generate important media coverage

Mechanic: Touring tasting of European cheeses in cities strategically chosen during 4 weeks: São Paulo, Campinas, Ribeirão Preto, Rio de Janeiro and Belo Horizonte; customization of a truck with the colors of the campaign “Cheese Truck Cheese of Europe; and explanation of the particularities of cheese by a team of promoters followed by tasting by the public

Results: more of 7,000 visitors and consumers reached; 124 articles and posts generated in print/online; 234 million readers/netizens reached and R$ 481,735.00 in advertising equivalent