- Adrian Grenier is the face of a new global campaign for Norwegian cheese brand Jarlsberg, spotlighting the actor making his signature grilled cheese in the hero spot titled "All These Years."
- The campaign cleverly echoes a viral moment from the 2006 film The Devil Wears Prada, in which Grenier's character Nate made a grilled cheese using "eight dollars worth of Jarlsberg," a scene that has lived rent-free on the internet for two decades.
- A consumer-facing #JarlsbergMelt challenge launches May 4, inviting fans to share their own grilled cheese creations for a chance to win a 22-pound wheel of Jarlsberg.
- The campaign, developed by creative agency One Horizon, runs across four markets (the US, UK, Australia, and Norway) coinciding with Jarlsberg's 70th anniversary in 2026.
Adrian Grenier is back in front of a grilled cheese, and this time, it’s official. The Entourage star has partnered with Norwegian cheese brand Jarlsberg, owned by US distributor Norseland Inc. and Norwegian dairy cooperative TINE SA, for a global brand campaign announced April 28, 2026.
The campaign’s hero film, “All These Years,” follows Grenier through the ritual of crafting the perfect grilled cheese, leaning into Jarlsberg’s signature meltability without ever explicitly naming The Devil Wears Prada, even though the reference is doing all the heavy lifting.
In the original 2006 film, Grenier’s character Nate famously made his girlfriend a grilled cheese with “eight dollars worth of Jarlsberg,” a scene that has since been endlessly memed.
With The Devil Wears Prada 2 hitting theaters May 1 and Grenier notably absent from the sequel’s cast, the timing is sharp and deliberate.
This is Grenier’s second brand deal of 2026 following his Starbucks Energy Refreshers campaign, which also played off his Devil Wears Prada exclusion, signaling a calculated brand moment for the actor. Grenier, who is also a farmer and environmental advocate, cited Jarlsberg’s commitment to quality as a draw.
For Jarlsberg, this marks a significant step up from the micro-influencer and chef collaborations, including past work with New Zealand celebrity chef Ben Bayly, the brand previously relied on.
This is its boldest celebrity-led push to date, developed by creative agency One Horizon, a full-service affiliate of Horizon Media Holdings.
Similar celebrity-brand plays, like the Ryan Reynolds and Rob McElhenney partnership with Ancestry.com, have shown how pop culture tie-ins can dramatically amplify a brand’s cultural footprint.
The #JarlsbergMelt challenge launches May 4 on Instagram @jarlsberg_us, with fans competing for a 22-pound Jarlsberg wheel, enough for 100+ grilled cheese sandwiches.
Takeaways
This partnership is a masterclass in nostalgia marketing done right. Jarlsberg didn’t just book a celebrity, they found the one person whose cultural connection to their product is already burned into the public’s memory.
The brand gets 20 years of organic recall without paying for a single second of Devil Wears Prada IP. And Grenier gets a moment of levity and relevance during a week dominated by a sequel he’s not in. It’s a win for both sides.
The global reach (US, UK, Australia, Norway) shows Norseland is thinking well beyond domestic shelf space for its 70th anniversary year, and the UGC-driven #JarlsbergMelt challenge smartly extends the campaign’s lifespan beyond a traditional ad buy.
Is the cultural shelf life of a two-decade-old film scene strong enough to drive real purchase intent, or is this purely a PR play? Could this be the start of a longer-term ambassador relationship between Grenier and Jarlsberg, or is it a one-campaign tie-in built around the sequel’s release window?
