Castillo de Holanda is the leading cheese brand in the Canaries, but its consumption habit was very small. The challenge of We Are Partners was to increase it and that people had it in the imagination as a versatile cheese to enjoy in every moment. To achieve this we have made Castillo de Holanda the perfect ingredient in all your recipes. Because the cheese improves all the dishes. "Con Castillo todo sabe mejor". An umbrella concept that started from a very real and very powerful insight that materialized a campaign of 360 communication: television, digital and contents for RRSS. A new positioning that achieved in just one month a 15% Message Recall, 6% Brand Awareness and a 5% Consumption Frequency.