Lola Normajean and Limiano have announced a major strategic repositioning, introducing a new brand purpose focused on celebrating and protecting authenticity. The brand’s new signature – “Made of Character” – reflects this commitment to embracing what makes it uniquely Portuguese.

Developed with creative agency Lola Normajean, the new campaign highlights Limiano’s belief that authenticity and individuality should be valued, not hidden. The brand draws inspiration from its own product: the imperfect cut, round shape, buttery texture, and distinctive flavor of its iconic cheese. These characteristics, once seen as “flaws,” are now reframed as expressions of genuine character.

After 15 years centered on family themes, Limiano is shifting toward a more irreverent and personality-driven positioning, aiming to connect more deeply with consumers. The campaign challenges the modern obsession with perfection, encouraging people to embrace what makes them different – just as Limiano embraces its own natural imperfections.

Rolling out across television, outdoor, digital, print, and social channels, the campaign will also feature influencer partnerships and brand activations designed to strengthen Limiano’s emotional connection with consumers and reclaim its distinctive place in the market.

With this new chapter, Limiano reaffirms its identity as a brand that stands apart – rustic, soft, and irresistibly authentic – celebrating its true character generation after generation.