Experiences by Le Gruyère AOP

Switzerland Cheese Marketing is a non-profit organization that promotes the different varieties of Swiss Cheese around the world. In 2023, it challenged Ulled to create a campaign to promote one of its most iconic cheeses: Le Gruyère AOP, proclaimed Best Cheese in the World at the World Cheese Awards 2022.

The main objectives of the campaign were to promote brand awareness and active experimentation of Le Gruyère AOP among Spanish consumers, in particular digital natives aged 25-34.

Between 13 November and 13 December 2023, 10 of Barcelona's best restaurants were invited to add a tapa to their menus with Le Gruyère AOP as the hero ingredient. The chefs managed to fuse the qualities of this delicious cheese with their own style, creating spectacular combinations.

Cheese lovers and foodies were invited to sample the tapas at each restaurant, with the chance to win a prize: a wheel of Le Gruyère AOP and a culinary experience for two (up to 300€). To participate, they had to do follow the tapas route and fill in a map with stickers provided at each restaurant. Once completed, they could submit the photo of the map and photos of each tapa via Switzerland Cheese Marketing’s official Instagram.