Jarlsberg cheese from Darien, Conn.-based Norseland Inc. launched its biggest-ever multi-faceted advertising campaign in more than a decade. Making its debut in Jarlsberg’s biggest market, the New York metropolitan area, the campaign uses a new communication brand platform, “Life’s Best Served With Jarlsberg, the brand said.

The campaign will run from March through April 13, just in time for the busy Easter, spring and summer Seasons, the brand said, with potential to expand nationwide and even globally. The “Life” in “Life’s Best Served with Jarlsberg” is meant to be adaptable, made relevant to local life — the customs, celebrations and recipes that matter most to people all around the world.

Targeted toward older millennials and baby boomers, the campaign will highlight the powerful memories people build around Jarlsberg cheese.

“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,” said Valerie Liu, marketing manager.

The refreshed brand platform will be leveraged across digital ads, brand ambassadors/influencers, in-store mobile, digital coupons and more to accelerate awareness, brand interest and opportunities for purchase that translates into revenue. The new platform repositions Jarlsberg as a premium-quality, versatile cheese and fosters lasting emotional connections with both new and existing consumers, according to the brand.

A new microsite, www.jarlsberg.com/lifes-best-served, serves as the heart of the campaign, where shoppers can find coupons, recipes and inspiration.