Back in my college days, not many restaurants in Thailand specialized in cheese, and the ones that did still had not much useful cheese-related information available to their customers. For example, most customers surprisingly had no clue that the burgers’ cheddar cheese doesn’t have the same ingredients as the one that they get in pizzas – mozzarella. So,my college senior project was aimed at conceptualizing the very first cheese-dedicated restaurant in Thailand, the “Cheese Day”, and how to go about advertising it. The target customers were Thai teenagers and kids. “Cheese Day” was created using different cartoon characters to attract these youngsters (and their parents) as well as “teach” them more about cheese.