Shine Advertising Co. Launches New Microsite for Wisconsin Cheese

Share Article Deliciously Honors 10 Great American Cities

The Cheese & Burger Society Website

There was never a doubt in our mind that creating an online web presence featuring the most amazing gourmet cheeseburgers ever made wouldn't be a huge consumer success.

America’s fascination with gourmet cheeseburgers went somewhat un-noticed until Shine launched The Cheese & Burger Society ( on behalf of the Wisconsin Milk Marketing Board for Wisconsin Cheese in July of 2009. The site, which quickly passed the one-million visitor mark, features 30 supremely-delicious gourmet cheeseburgers — all made with Wisconsin Cheese.

Refreshed for 2011, the Cheese & Burger Society is headed out on a virtual road trip with it’s new online campaign — Cheeseburgers Across America. Created again on behalf of the Wisconsin Milk Marketing Board, the Cheeseburgers Across America initiative showcases 10 gourmet cheeseburgers honoring 10 great American cities; among them; among them The Chicago, The New York, The Dallas, The San Francisco, and of course, The Milwaukee.

“There was never a doubt in our mind that creating an online web presence featuring the most amazing gourmet cheeseburgers ever made wouldn’t be a huge consumer success,” says Mike Kriefski, Shine’s co-founder and creative director. “And what better American icon to own for the Wisconsin cheese brand, than to own ‘the cheeseburger’.”

Beyond the burgers, the newly updated also hosts an online store, a much-requested component of the Cheese & Burger Society. The new merchandise lets fans flaunt their membership in the society. What hasn’t changed, however, are the often-referenced voiceovers. “Ten new burgers means ten new audio-tidbits from our ‘yeah, it’s that guy’ voice talent”, says Kriefski.

“It’s clear that Americans love cheeseburgers, and the Cheese & Burger Society is a place where they can connect and find new recipes they’ll love,” says Patrick Geoghegan, senior vice president of communications for the Wisconsin Milk Marketing Board. “This has been a great campaign for Wisconsin Cheese, and we’re excited to share the new, delicious cheeseburgers with the featured cities — and the world.”

Cheeseburgers Across America content launched May 25 with new burgers, an archive of the past burgers, as well as an online sweepstakes. Visitors to the website can register to win a Weber Grill or Cheese & Burger merchandise. The Cheese & Burger Facebook page, currently live, recieved a refresh of content on May 25. The Facebook page allows fans to send a virtual cheeseburger to a friend, promoting the cheeseburger love with an interactive twist.

About Shine Advertising Co., LLC
Shine is a $32 million advertising, design and interactive agency located in Madison, Wisconsin. The privately held company’s client roster includes national consumer brands, such as Harley-Davidson, Carver Yachts, Winston Fly Rods and Wisconsin Cheese. Shine is creatively driven, results focused and dedicated to building passion between people and brands. Learn more at Shine on.


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Giovanna Dimperio
Shine Advertising Co
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