Who: lg2 and Agropur’s OKA cheese brand, with media from Touché and production from BLVD and Gorditos.

What: “It’s OK, if it’s OKA,” a multi-platform campaign promoting the popular Quebec cheese brand.

When & Where: The campaign debuted on April 18 with a stunt involving Canada’s largest digital board at Toronto’s Yonge-Dundas Square. The board showed a person stuffing their face with cheese for 24 hours. Other media elements include online video, out-of-home and radio.

Why: The campaign is intended to introduce the OKA brand, already popular in Quebec, to Ontarians.

How: The campaign is built around a series of hypothetical questions related to cheese, such as “Is it OK to kiss cheese?” and “Is it OK to eat cheese before marriage?” The answer, of course, is that “It’s OK, if it’s OKA.” One humorous video spot opens on a man in his robe eating OKA in a kitchen, saying “Is it OK to enjoy this buttery, semi-firm fine cheese before everyone wakes up?” before the payoff: “Is it OK if it’s not my house?”

And we quote: “Already an iconic brand amongst Quebecers, it was a good opportunity… to make inroads outside the province by inviting itself into people’s daily lives. With its tone and humour, the message clearly reflects the brand essence. At the same time, it makes the product more accessible to those consumers who aren’t as familiar with it.” —Marie-Josée Létourneau, marketing director, cheese, Agropur.