The professionals don’t always spend 45 days designing a single tweet, but this one got just two favorites.

Shortly after, Lindsay met with a copywriter and graphic designer to brainstorm tweet ideas for the next month. It was then that the copywriter suggested a tweet centered around the idea that Camembert, a French cheese popular during the spring, was best served at room temperature.

The copywriter and designer met the next week to create the image for the tweet, which was then pitched at a team meeting alongside other posts for April. The team meeting includes Lindsay, the copywriter and designer team, and between 10 and 20 of Huge’s strategists who work on President Cheese advertising.

Then it’s on to an internal review process, where senior copywriters and strategists sign off on the work over the course of the following week. The post was then sent to President Cheese and, some 45 days after conception, published on the internet for the world to see.

Thus far, the post has yet to be retweeted, but it has generated two favorites. —Business Insider.