The Cheeses of Europe wanted to boost consumption of French cheeses in America, and they had to do it without saying the words "French" or "France." The results: a crazy cool website + wine/cheese/recipe - pairing mobile app (Make It Magnifique), a series of mouthwatering 30-second teasers, inspiring 2-minute recipe videos, and a playful TV spot about how to take classic favorites to the next level by adding French cheese.