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Campaign description

Cheese Rolling’s new to Canada so the campaign had to do double duty. It needed to explain what cheese rolling is and communicate its unique entertainment value. The event was promoted through print, transit, TV, cinema, radio, banner ads, website, retail programs and a viral campaign. As well as conceiving and promoting the event, we had to plan and implement the actual day. This included organizing racing logistics, celebrity MC, event branding and merchandise, transportation, farmer’s market – everything that was needed to ensure 5000 people had a great time.