Madison—Wisconsin is reintroducing itself to the world as the go-to state for cheese through new marketing initiatives by Dairy Farmers of Wisconsin (DFW).

On Monday, DFW launched a brand anthem video in major media outlets, saying “Wisconsin is one of those places with certain people who do a certain thing better than anyone else.” That thing is cheese.

The new video showcases Wisconsin cheese makers with beautiful wheels, blocks and cuts of cheese from companies across the state. Viewers will see the ads in digital publications such as Saveur, Epicurious, Bon Appétit, Food & Wine, Martha Stewart, and on Food Network, Eater.com and Food52, as well as on DFW’s Wisconsin-Cheese.com website.

The video is the latest addition to an entire portfolio of updated brand elements that reintroduce Wisconsin cheese to consumers across America.

From a fresh website to an educational web talk show featuring Alex of French Guy Cooking and Elena Santogade, host of Heritage Radio Network’s Cutting the Curd, DFW’s initiative is designed to help consumers understand and appreciate cheese in a new way.

Alex and Santogade cover everything from stinky and fresh cheeses; liquor pairings; mixed milk, Mozzarella, Italian and Hispanic cheeses; Wisconsin originals, Blue and wild card cheese varieties.

They also lead pairing sessions with white wine, sparkling wine and beer, and have a special video dedicated to European cheeses.

Additionally, DFW’s website features 258 unique, cheese-centric recipes like fried Feta with spicy marinated olives, savory Blue cheese shortbread with cherry jam, and cinnamon apple pie Cheddar galette.

Most consumers are surprised to learn that Wisconsin wins more awards than any other state or country, that Wisconsin has the only Master Cheesemaker Program® outside of Europe, and that Wisconsin makes nearly half of the specialty cheese in the US, DFW reported.

“As the nation’s leader for specialty cheese, we are proud to launch this first-ever commercial to highlight the story and heritage of our Wisconsin cheese makers – the pioneers, explorers and dreamers – and their internationally acclaimed cheeses,” said Suzanne Fanning, DFW senior vice president and chief marketing officer.

Lastly, as consumers are looking for Wisconsin cheese in stores across the nation, they will also begin seeing the new Proudly Wisconsin Cheese™ logo that resembles a ribbon to represent the world’s most awarded cheese.

“This is a very exciting day for everyone connected to the Wisconsin dairy industry as we reintroduce ourselves to the world with our first national digital campaign,” said DFW CEO Chad Vincent. “Cheese isn’t just something we do in Wisconsin; it’s who we are. We are proud to be the state of cheese.”

For full details, visit www.Wisconsincheese.com.