RichesMonts wanted to elevate the seasonal ritual of raclette into a cultural moment that resonates with modern audiences. We created the RichesMonts Fan Club a digital first campaign that positions raclette as a collective passion, parodying football fan culture with humor and strong team spirit. Through a series of five short, humorous films featuring the brand’s iconic character Simon, plus a limited-edition RFC collectible jersey and an influencer activation with Malcom’s Food, we turned a simple cheese narrative into a cultural club that people want to belong to. The campaign built community around shared rituals, drove engagement on RichesMonts’ social channels and anchored the brand at the center of winter conversations long after launch