Research showed that many people were too intimidated to enter a fine cheese store due to their lack of “cheese knowledge.” So we decided to position Chez Cheese as the cheese experts who can put people at ease and educate them on all the different types of cheese in the world. The posters were placed in high pedestrian areas around the cheese store and the mouse trap with the sign “Capture some cheese knowledge” was placed in the same vicinity with an arrow pointing toward the store.