Emmentaler AOP snaps up "Swiss Cheese Guy" as brand ambassador
The Swiss musician Nickless, also known as the "Swiss Cheese Guy" because he likes to eat cheese fondue on stage, is the new brand ambassador for Emmentaler AOP and Emmentaler Switzerland.
Nickless, whose real name is Nicola Kneringer, shook up the Swiss music scene as a 19-year-old in 2015. His song "Waiting", produced with Thomas Fessler, became the most-played single by a Swiss musician on the radio and won "Best Hit National" at the Swiss Music Awards.
The 29-year-old caused a stir when he smuggled a cheese fondue onto the stage at the Energy Star Night 2023 in Basel's St. Jakobshalle and ate it behind the drum kit from the Swiss national dish. The corresponding video featuring the "Swiss Cheese Guy" became a hit on social media with over two million clicks. A charming young musician with a large following and an affinity for Swiss cheese? Emmentaler Switzerland liked that too - and has now hired Nickless as a brand ambassador for Emmentaler AOP.
More cheese for Gen Z
"With Nickless, we have gained a likeable and authentic ambassador who represents our product to the millennial generation," says Urs Schluechter, Director of Emmentaler Switzerland. Nickless is the third brand ambassador for Emmentaler AOP alongside presenter and recipe book author Zoe Torinesi and wrestling king, farmer and Emmentaler AOP milk producer Matthias Sempach. He will be particularly active on social media, including on his established channel "A week in the life of Nickless".
