Formaggi Dalla Svizzera, a Swiss cheese producer giant, has rolled out an augmented reality project to promote Swiss cheese, targeting both consumers and retailers. The augmented reality project will be launched in 2,000 stores across Italy, featuring talking postcards of Emmentaler DOP (a Swiss cheese) and digital packaging, displaying the QR codes. To enter into the AR-driven Swiss Valleys, consumers need to scan the QR code through their smartphones and experience a 360° virtual view of the cheese world. In the digital space, consumers can learn about the manufacturing process, production details, and unique recipes of Emmentaler cheese. The brand aims to expand the virtual world by adding categories like sustainability, web gaming, education, and competition by the end of April 2022.