It's goal was to generate interest and involvment in a traditionally low-involvement product. It includes a recipe box for consumers to obtain recipes using Real california Cheese (RCC) that is intended to drive repeat traffic. Now cheese lovers can store their favourite recipes and even submit recipes for posting on the site. A virtual cheese-making tour demonstrates how cheese is made. iDeutsch also developed a cheese, wine and fruit pairing tool that guides consumers on what wines to pair with their Real California Cheeses or vice versa. A downloadable coupon is also available.A kids section was developed to speak to the future consumers of RCC. It contains an interactive coloring book and a paper puppet that kids can assemble. And for the kids at heart, Happy Cow t-shirts are available. To build site visibility and drive additional traffic, iDeutsch developed co-branded cross-promotional programs with such sites such as cookinglight.com. In addition, a :60 radio spot entitled ".Com" was developed to introduce the new site.