Cheese at Heart

CNIEL

Activation Public relations & Public affairs Food & Beverage Tourism Digital & Influence

French cheeses, although already well established in the UK, lacked an exciting, modern identity, requiring an event that would personify them and portray their full potential.

For the grand finale of the three-year “Cheese at Heart” campaign, CNIEL partnered with a top London fashion school, Central Saint Martins, to create a unique cultural fusion: The French Cheese Fashion Show “Fromage meets Fashion.”

This exclusive event invited the city’s young, trendy crowd to experience French cheeses through the lens of avant-garde fashion, with students designing outfits embodying the character of different French cheeses.

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Set against the unforgettable and unconventional backdrop of the disused Jubilee Line platform at Charing Cross Underground Station, the show combined high fashion with a sophisticated cheese buffet that showcased the richness and diversity of French cheese heritage.

The event was judged by a jury comprising representatives from CNIEL, Central Saint Martins, comedian Tatty Macleod, who also hosted the event, and TikTok content creator Sabrina Bahsoon (“The Tube Girl”).

media & influencer attendees

11,2 million

earned PR outreach

articles generated