Norseland Inc. has launched its biggest ever advertising campaign for its Jarlsberg cheese brand.

The campaign, set to run through April 13, is built around a new slogan, “Life’s Best Served With Jarlsberg.” The timing was designed to build momentum for Jarlsberg heading into Easter, spring and summer.

Aimed at older millennials and baby boomers, the campaign is designed to highlight the powerful memories people build around Jarlsberg, says Valerie Liu, marketing manager for Darien, Connecticut-based Norseland.

“As millennials and echo booms – aka older millennials – enter the peak ages where rituals around family life and cuisine are reestablished, we want to ensure they’re reminded of Jarlsberg — its great taste, and the pleasant memories they associate with it,” Liu says.

The campaign includes digital ads, brand ambassadors and influencers, instore mobile, digital coupons and a microsite.