Classing Up Comfort Food Helps Sell Wisconsin Cheese

Florida has oranges and key lime pie. Maryland has crab cakes. Idaho has potatoes. And Wisconsin has cheese. Get ready for imagery guaranteed to make your mouth water, unless you're lactose-intolerant.

If you're a fan of reality cooking programs like "Top Chef," then you're familiar with a task commonly given to contestants: turning a classic comfort food into a highbrow gourmet meal.

Shine Advertising, agency of record for the Wisconsin Milk Marketing Board, promoted Wisconsin cheese by reinventing the grilled cheese sandwich with the Grilled Cheese Academy.

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