In case you were wondering what the appropriate way to promote a new cheese shop was, here's your answer: Network with a business card that doubles as a mini cheese grater. Genius.

This clever idea was developed by ad agency JWT for Bon Vivant, a cheese shop located in Brazil. The agency describes the process of bringing this grater card to life:

We wanted something that represented the owner's passion for the product he sells. Then an idea of a single piece came up: a grater business card. The business card grates all kinds of cheese, becoming a nice gift.

It's probably a good thing they went the grater route, I can't imagine printing their info on some slices of sharp cheddar would have worked as well. Plus, as an added bonus, this "card" comes with a protective sleeve, so as not to destroy a cheese connoisseur's fancy wallet.

Check out the video below to see the grater in action.

H/T + PicThx Gizmodo