The objective was to extend the Raclette Fan Club territory beyond winter and turn a seasonal product into a cultural entertainment moment. We created Le Boss de la Raclette, a playful summer competition built with Natoo, mixing challenge mechanics, humor and strong pop visuals.By deliberately breaking the codes of traditional raclette communication, the campaign embraced contrast: raclette in summer, cheese in paradise, competition as entertainment. A social-first activation designed to generate engagement, participation and shareability, while reinforcing RichesMonts’ status as the ultimate raclette reference. The campaign successfully transformed a product ritual into a pop culture moment, driving massive visibility and conversation on social platforms.