• by Karlene Lukovitz  @KLmarketdaily, December 10, 2013

Jarlsberg is capturing video magic — quite literally — as part of a new marketing platform designed to unify its global online presence and inspire fans to create and share "Jarlsberg moments."

Its relaunched site, www.jarlsberg.com, is a global content hub themed "Yours to Share." Corporate and product stories are complemented by regular interactive social activations, which are shared on Pinterest or Facebook.

The site introduces "Sandwich Shorts"  — a series of YouTube-hosted videos of people creating sandwiches in inspiring ways. 

In the first video, David Persson, winner of the 2012 Swedish Championship of Magic, creates one of the brand's sandwich recipes (a Heavenly Jarlsberg Ciabatta) in his home kitchen by conjuring up the bread, pulling a jar of olives out of his mouth, levitating lettuce and finishing with ample slices of the cheese.

The site's recipe page features a database of options ranging from simple sandwiches and party appetizers to advanced fine-dining recipes. 

The hub was created by Perfect Fools, a global agency with offices in Stockholm and Amsterdam, which is now the agency for Jarlsberg parent TINE SA, Norway's largest dairy cooperative.

The platform began rolling out on Dec. 5 with an international page and one aimed at the brand's home Norwegian market. Going forward, it will be extended to markets including the U.S., U.K. and Australia. 

Jarlsberg is the world’s best-selling cheese and the number one imported cheese in North America, according to the company.