The Laughing Cow® Returns to Happiness with Collective Laughter in America

The iconic dairy brand, The Laughing Cow®, has officially reclaimed her cheerful laugh after nearly a month of silence, which had left fans across the United States feeling concerned. This joyous return comes as a result of an impressive campaign that inspired countless individuals to share their laughs and lighten their hearts amid trivial everyday disagreements.

On October 23, 2026, in Chicago, the laughter was reignited during a special event hosted by comedian and Saturday Night Live cast member Jeremy Culhane at The Second City, a venue renowned for its improvisational comedy. This special performance served as the grand finale of the #SpreadTheLaugh campaign, bringing together a community committed to finding humor in life's minor disputes, from mundane morning routines to household chores. The air was heavy with anticipation as fans and improvisers alike came together to navigate their differences using wit and joy, culminating in a laugh-inducing atmosphere that resonated far and wide.

Culhane expressed his excitement before the show, stating, "Making a cow laugh? That’s a career first. I’m nervous. She’s been laughing for over 100 years, so clearly she has high standards." Despite his nerves, he was optimistic, emphasizing that this event was more than just comedy; it was a celebration of community and the healing power of laughter.

The performance was streamed live across various social media platforms, inviting audiences globally to join in the playful spirit of the event. People from nearly 20 countries, including Canada, India, and Vietnam, participated in sharing their own humorous takes on what they called "wedge issues"— the small disagreements that often lead to unnecessary tension. By transforming these light-hearted arguments into moments of comedy, The Laughing Cow's fans proved that finding laughter in the mundane can create a more loving and understanding world.

CEO of Bel North America, Peter McGuinness, expressed his gratitude for the overwhelming response to the campaign, stating, "When we invited people to share their 'wedge issues' to help The Laughing Cow get her laugh back, we never imagined just how far it would spread or how hilarious some of our little disagreements really are. We owe a huge thank you to the comedy legends at The Second City and our funny friend Jeremy Culhane for finally getting her to crack up." He also noted the importance of community and how humor can unify people, steering them away from taking life too seriously.

To commemorate this joyous occasion, a spectacular video of The Laughing Cow laughing will be showcased in Times Square starting October 23, signifying the return of her iconic laughter to the public eye. This larger-than-life display will be located at the bustling intersection of 7th Avenue and 47th Street, as a vivid reminder that laughter is once again alive and well. Adding excitement to the celebration, The Laughing Cow mascot will also make a live appearance, sharing her joy with onlookers.

The Laughing Cow is renowned for its delicious spreadable cheese products and as a beloved part of the Bel US family. With a rich history, this 100-year-old brand is not just about tasty snacks but about creating joyful moments and fostering connections. Through their innovative products, they aim to inspire intentional snacking choices while also being conscious of building a sustainable food future.

In a world that encourages seriousness, The Laughing Cow® serves as a delightful reminder that laughter has the power to bridge gaps, heal differences, and bring communities together. So let's laugh off our differences, just like The Laughing Cow and her fans, as we embrace the hope and joy laughter can bring us all.