If you've been to an American grocery store, you've seen the Brie in the yellow box. Président products are a respectable blend of quality and affordability – and come in a recipe-ready range that spans butter and spreadables to sheep’s milk feta and Roquefort.

The brand occupies a middle tier in the market: fancier than your daily dairy, but not excessively expensive. Unfortunately, this positioning wasn’t working out: instead of appearing accessible, Président products were snubbed by serious cheese snobs while intimidating customers accustomed to cheddar, American, and Swiss. They needed to reclaim their position of affordable quality at home on any table.

Our solution was The Art of Cheese: an inspirational, educational microsite showcasing the brand’s versatility and range. We updated product descriptions with some truly tasty photography and text that paired heritage with pairing notes and serving suggestions. And we partnered with lifestyle bloggers to share favorite recipes using Président products. The easy adaptation of recipes to include quality products helped raise brand awareness among shoppers in the middle-class-fancy demographic. (They hold up, too. I made the Tortilla Espanola Bites by Always Order Dessert on several occasions, and they were a hit.) To further encourage shoppers, we included the ability to find products in stores nearby – and offered coupons for engaging on social so they can get their cheese when the craving strikes. And we supported the launch with a social campaign.

Cheese lovers flocked to “the dynamic website [that] looks more like a showcase for luxury goods than for consumer packaged goods.” The Art of Cheese was named the 2014 Outstanding Website by the Web Marketing Association, and 2015 Best Food and Beverage Site by the Pixel Awards.