OKA is a well-known and well-loved cheese in Quebec. In neighbouring Ontario, it’s a different story however. We needed to change consumption habits by telling Ontarians that it was ok to put something other than cheddar on their cheese boards. We also needed to convince them to use fine cheese for more than just a cheese board. In short, we created a multiplatform push to show them that it’s ok to eat cheese whenever and however they wanted. As long as it’s OKA.