Jarlsberg has launched a new ad campaign that focuses on the art of making the perfect grilled cheese sandwich. The company worked with creative agency Horizon One, part of Horizon Media Holdings.   

Ads feature actor and environmental advocate Adrian Grenier to help reintroduce Jarlsberg as the “gold standard” for grilled cheese, according to the agency.   

The ads highlight what the agency calls “Jarlsberg’s signature meltability and sweet, nutty flavor, elevating the dish into a sensory experience designed for a social-first environment.”  

Shibani Potnis, CMO, Norseland Inc., the company behind Jarlsberg US, stated, “Through One Horizon’s marketing intelligence, we identified the ideal moment where smart creativity, cultural resonance, and the universal love of food intersect—showing how Jarlsberg is at the heart of some of life’s most memorable stories.”  

To extend engagement, the campaign introduces a social activation inviting consumers to share their take on the perfect grilled cheese. In return, they get a chance to win a 22-pound wheel of Jarlsberg.