I get it. But it's really annoying me.
Have a happy sandwich. Sell the cheesy experience of the comforting classic sandwhich, not the cheese itself.
Cute smiling graphic. Quick animated spots designed to make me buy more cheese. And make more happy sandwiches.
Apparently cheese consumers are no longer all about the convenience of a clever individual wrapping on each slice.
And I'm much more likely to equate happiness with a nice wedge of triple creme brie...