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 tasting experience; and contact an exclusive clientele creating new tasting opportunities

Mechanic: Carrying out a tasting action at strategic points in the famous Oscar Freire Street in São Paulo; customization of a bike with the colors of the campaign “Cheese Bike Cheese of Europe”; and explanation of the particularities of European cheeses followed by public tasting

Results: 6 articles generated in the press/digital media; R$ 26,000 in advertising equivalent; and 131,000 readers/netizens reached