In New Zealand, Mainland is an iconic and well-loved cheese brand. For decades now, their brand line – “Good things take time” - has been a marker of the quality of their cheese, and the patience that goes into aging it to perfection.

But in an increasingly competitive market, it’s getting harder and harder to remind cheese-lovers why they should choose Mainland. So we wanted to create a campaign that strongly reinforced our legendary line and brand credentials in an engaging and relevant way.

Our number one objective was engagement. We wanted to create a direct campaign that called for a time commitment far above and beyond the norm – helping prove in the process that good things take time.

The campaign launched on December 11th 2017, with a social post on Facebook calling our customers to apply for a 2,000-piece voucher, by telling us who they’d enlist to help them finish it.

Almost 2,000 people applied, and a week later, our lucky cheese-lovers were chosen.

Each was sent a Mainland 2,000-Piece Voucher in a tailor-made box, along with instructions on how to redeem it, and handy hints on how to complete it.

To redeem the voucher for their cheesy prize, they had to send us a photo of the entirely finished puzzle. It took them a bit of time, a whole lot of effort, but – just like Mainland cheese – It was worth the wait.