Holey CHeese

Our team was challenged to rethink Jarlsberg for today’s American consumer and give it a more culturally relevant voice. The result was “Holey Cheese,” a fully integrated campaign that leaned into the sensory joy of Jarlsberg — the sweet, nutty flavor, the creamy texture, and of course, the iconic holes that make it instantly recognizable.

“Holey Cheese” kicked off a new era for Jarlsberg in the U.S., repositioning the brand at the intersection of culture, creativity, and commerce and setting the tone for a more playful, modern presence moving forward.