Proudly Wisconsin Cheese set out to accomplish something rarely attempted by an agricultural brand: transform cheese into a luxury cultural experience — and do it on one of the most prestigious lifestyle stages in America.
Despite producing over half of the nation’s specialty cheese, Wisconsin continues to battle an outdated “cheesehead” stereotype that undervalues its craftsmanship, artistry, and global acclaim. The objective of the Rinds & Roses Clubhouse was to fundamentally shift that perception by placing Wisconsin Cheese where sophistication, fashion, and culture converge: the Kentucky Derby.
The driving idea was simple but bold — if cheesemaking is a craft perfected over generations, it deserves to be experienced like one. Our goals were to:
Rather than “show up” at the Derby, we designed an experience worthy of it — one that invited guests to taste, see, and share Wisconsin Cheese in a way they never had before. The Rinds & Roses Clubhouse wasn’t about sampling cheese; it was about changing minds.
The Rinds & Roses Clubhouse was conceived as an immersive brand environment that translated Wisconsin’s cheesemaking heritage into a high-fashion, high-touch experience — without losing authenticity.
At Churchill Downs, we created a fully branded clubhouse that felt more like a fashion editorial than a food activation. Guests entered a refined, Derby-inspired space layered with florals, elegant textures, and thoughtful details that elevated cheese into an object of curiosity and prestige. Inside, attendees sampled 15 award-winning Wisconsin cheeses through curated tasting bites — more than 12,000 served over the weekend — each presented with intention and storytelling.
To extend the experience beyond the clubhouse walls, we debuted the Wisconsin Cheese Cart: a roving, visual centerpiece that delivered artisan cheese tastings directly to 2,000+ VIP guests in suites. The cart became an unexpected moment of delight — instantly shareable, highly photographed, and organically amplified by influencers and media alike.
The experience was designed to live far beyond the track. A couture collaboration with famed Derby milliner Christine A. Moore produced the “Fromaginator” hat collection — wearable art inspired by Wisconsin Cheese — which fueled red carpet moments, celebrity coverage, and national media fascination. Top Chef judge Gail Simmons wore the hero piece, earning People’s Best Dressed honors and reinforcing the campaign’s cultural credibility.
Simultaneously, the activation expanded nationwide. Fans at home were invited to participate through social storytelling, Derby watch parties, and UGC — turning a local event into a national movement. Retail activations at Louisville-area Kroger and Murray’s Cheese locations echoed the Rinds & Roses aesthetic, seamlessly connecting experience to purchase.
The biggest challenge was credibility: ensuring cheese felt genuinely at home in a luxury, fashion-forward environment. We overcame this by leading with craftsmanship — aligning cheesemaking with millinery, design, and heritage — and executing every detail with premium polish. Nothing felt gimmicky because nothing was.
This wasn’t an event layered with marketing. It was a brand experience designed to be remembered, shared, and felt.
The Rinds & Roses Clubhouse exceeded every objective — creatively, culturally, and commercially — proving the power of experiential storytelling done right.
What began as a one-weekend activation became a national cultural moment:
Most importantly, the experience moved product. In 15 Louisville-area Kroger and Murray’s Cheese locations, Wisconsin Cheese saw an average 46% sales increase during Derby week, with standout SKUs posting gains of over 40%.
By immersing consumers in a refined, joyful, and unexpected experience, Proudly Wisconsin Cheese didn’t just earn attention — it earned belief. Guests didn’t walk away thinking differently about an event; they walked away thinking differently about Wisconsin cheese.
