The Parmigiano Reggiano PDO Consortium has launched a campaign in the United States to help consumers differentiate this authentic Italian cheese from its imitators. Dubbed the “Pronunciation Challenge,” the initiative, led by Canadian chef and television host David Rocco, invites Americans to test their ability to pronounce “Parmigiano Reggiano” correctly.

Participants stopped on the street and were filmed as they took a shot at the tongue-twisting name, were rewarded with cheese samples, and encouraged to shun misleading terms like “parmesan” or “parm.” Whoopi Goldberg showcased a wheel of the cheese bearing her likeness and the hashtag #sayparmigianoreggiano during a segment on The View, ABC’s flagship talk show.