A 'cheesy' campaign in Wisconsin - WKOW 27: Madison, WI Breaking News, Weather and Sports

A 'cheesy' campaign in Wisconsin

MILWAUKEE (AP) -- Do you like your cheese a little bit blue?

That may mean you're not afraid to speak your mind.

The Wisconsin Milk Marketing Board is starting an advertising campaign that links specific cheeses to personality types.

It says blue cheese is "bold, determined and opinionated." It describes Wisconsin Swiss as "a simple man with expensive tastes," and cheddar is "reliable, hardworking, and there with a truck when you need to move a couch."

Wisconsin Milk Marketing Board chief executive James Robson says in a statement the campaign is intended to create a personality for each cheese that consumers can relate to.

The campaign will include print and radio advertisements and a Web site.

Wisconsin is the nation's No. 1 cheese producer.

(Copyright 2008 by The Associated Press. All Rights Reserved.)

Powered by Frankly