According to the internet, there are essentially only two ways to eat string cheese. You can either peel it “like a normal human” or bite into it “like a barbarian.” But for tweens, there’s no real right or wrong way to eat string cheese. Peel it? Chomp it? Nibble it? Corn-on-the-cob it? Everyone has an opinion. And we thought, “What if they were ALL right? What if there’s not just one way of eating string cheese, just like there’s not one way to be yourself?”

That’s how “We Are All Cheese Heads” was born: a campaign that celebrates being who you are and snacking however you want.