cheeseheads-web-showAmerican’s dairy farmers are getting into the web series fray.

The cheeseheads at Wisconsin’s Milk Marketing Board have commissioned Iron Chef and restaurateur, Michael Symon to host and star in an online original series expounding the delicious benefits of cooking with curded milk products straight from the Live Like You Mean It state.

Wisconsin Cheese Presents Favorite Foods with Chef Michael Symon debuted on September 7 and will conclude its 12-episode run on November 29. Every Monday, Symon shows viewers how to prepare a quick and easy meal where Wisconsin cheese plays a key role in the dish’s flavor profile. Conceived by Shine Advertising, the series is an integral part of a larger digital initiative, which includes “content on, a blog, apps for the iPhone, a presence on Facebook and microsites devoted to cheese dishes like cheeseburgers and grilled cheese sandwiches as well as helping consumers pair cheeses with drinks like wine, beer, Champagne and brandy.”

Stuart Elliot at the New York Times asked Shine principal and account director, Curt Hanke why the agency chose to make a web series a major component of the marketing initiative. Hanke’s response? It reflects that, “people go more and more online for cooking videos and how-to videos.”

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