Comedian Jeremy Culhane and Chicago’s The Second City deliver the final push to bring back her iconic laugh, and Times Square prepares to celebrate
CHICAGO, Oct. 23, 2026 /PRNewswire/ — After nearly a month without her famous laugh, The Laughing Cow® is officially laughing again. Thanks to the countless fans across the country who embraced the challenge to laugh off their trivial everyday disagreements, the beloved brand icon has finally gotten her laugh back.
The breakthrough came during one final attempt to make her laugh at Chicago’s legendary comedy institution, The Second City. Hosted by comedian and Saturday Night Live cast member Jeremy Culhane, the special performance brought together The Second City’s improvisers to air their own ridiculous “wedge issues,” find the humor in their differences and deliver the final push that brought back The Laughing Cow’s memorable laugh.
“Making a cow laugh? That’s a career first,” said Culhane before the show. “I’m nervous. She’s been laughing for over 100 years, so clearly she has high standards. But don’t worry, I’m always nervous. This changes nothing. So mark my words: I’m making this cow laugh.”
The performance was streamed across social media, giving audiences around the world a chance to join in on the laughter and witness the moment The Laughing Cow finally got her laugh back. The full performance can be watched here.
Over the last few weeks, people across the country have been sharing their own hilarious little “wedge issues,” from whether the bed really needs to be made every morning to whether dishes actually need to soak overnight, recognizing that these small everyday disagreements aren’t worth getting worked up over. Through the #SpreadTheLaugh challenge, consumers turned everyday arguments into moments of humor, proving that sometimes the best way to come together is to stop taking ourselves so seriously. The campaign sparked a global conversation, reaching nearly 20 countries, including Canada, India, Vietnam and more, and reminding people everywhere to look on the brighter side of life.
“She’s back! Turns out, sometimes all it takes to bring people together is learning to not take things, or more importantly ourselves, too seriously,” said Peter McGuinness, CEO of Bel North America. “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 and silly 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). She’s laughing again, and we hope it keeps spreading!”
To celebrate the occasion, a larger-than-life video of the beloved Cow laughing once again will light up Times Square beginning Friday, Oct. 23, and continuing through Sunday, Nov. 1. The video will appear on a prominent corner display at 7th Avenue and 47th Street, announcing to the world that her iconic laugh has officially returned. And the Cow herself wouldn’t miss it! Overjoyed to see her smile back in the spotlight, The Laughing Cow mascot will also make a special appearance in Times Square to celebrate the moment.
About The Laughing Cow®:
Part of the Bel US family of cheese, fruit, and veggie snacks, The Laughing Cow® Spreadable Cheese Wedges are a deliciously creamy snack. The Laughing Cow® is one of the most popular brands of Bel US, part of the Bel Group, a 160-year-old, family-owned, and mission-led company. Guided by its fight for better snacking commitment, Bel US’ foods inspire more intentional and joyful snacking choices that nourish people and help build a more sustainable future of food. Bel is a major player in fruit, veggie, and dairy single-serving portion snacking, as well as a producer of plant-based cheese options to meet a range of consumer preferences. Bel Group produces more than thirty local and international brands that are sold in more than 120 countries around the globe. In addition to The Laughing Cow®, other beloved Bel US products include Babybel®, GoGo squeeZ® and Boursin®.
www.belbrandsusa.com
Media Contact
Taryn Parker
taryn.parker@spoolmarketing.com
(847) 380-0375
View original content to download multimedia:https://www.prnewswire.com/news-releases/the-laughing-cow-is-laughing-again-america-comes-together-to-bring-back-her-laugh-302917783.html
SOURCE Bel Brands USA
