Core Concept - The article discusses the launch of the "百道芝味" (Bai Dao Zhi Wei) campaign by the cheese brand Milkana, aimed at integrating cheese slices into Chinese home cooking, thereby expanding its market presence and consumer engagement [1][12]. Group 1: Campaign Overview - The "百道芝味" campaign is a five-month initiative that seeks to explore the versatility of cheese slices in everyday meals, aiming to make them a staple ingredient in Chinese kitchens [1][8]. - The campaign features collaboration with Michelin-star chefs and local culinary experts to create innovative quick recipes that incorporate cheese slices into traditional Chinese dishes [1][3][12]. Group 2: Culinary Innovation - The initiative includes the creation of 100 quick recipes that will be shared on social media platforms, encouraging participation from food enthusiasts and influencers [4][12]. - The campaign emphasizes the fusion of Western cheese with traditional Chinese flavors, aiming to break the stereotype that cheese is only suitable for Western cuisine [7][9]. Group 3: Product Development - Milkana plans to launch specially packaged new products that clarify the versatility of cheese slices for various cooking methods, such as stir-frying and baking [5][12]. - The brand aims to cater to a wide age range, from children to adults, by expanding its product offerings to include cheese slices suitable for family meals [12]. Group 4: Market Strategy - The campaign aligns with the growing trend of integrating Western ingredients into Chinese cooking, responding to consumer demands for convenience and nutrition [8][12]. - Milkana is focusing on expanding its reach into lower-tier cities, recognizing the potential for cheese consumption growth in these markets [12][13]. Group 5: Long-term Vision - The "百道芝味" initiative is positioned as a long-term project, inviting consumers to explore new culinary possibilities with cheese, thereby fostering a deeper connection between the brand and its customers [13]. - The brand intends to continuously update its recipe offerings and engage with a broader audience, leveraging its parent company's expertise in cheese production [13].