Country: New Zealand
Client: Fonterra
Brand: Mainland
Group Marketing Manager: Margaret O’Sullivan
Senior Brand Manager: Lucie Baker
Digital Engagement Manager: Rob Macdonald
Agency: Colenso BBDO
Creative Director: Mike Davison
Creative Chairman: Nick Worthington
Chief Creative Officer: Levi Slavin
Art Director: Charlie Godinet
Copywriter: Eloise Jack
Digital Designer: Cherie Mason
Group Business Director: Annabel Rees
Published: February 2018
Synopsis:
Aging the perfect cheese takes patience. So Mainland created a very, very time-consuming promotion; the Mainland 2,000-Piece Voucher.
The voucher takes the form of a huge, intimidatingly difficult puzzle, that punters have to complete before they can redeem it for their well-earned prize.
Putting together three 2,000-piece puzzles to shoot an accompanying print campaign was a bit of a task, says Colenso BBDO Creative Director, Mike Davison. “Finance weren’t too happy with our timesheets by the end of it.”
Mainland Group Marketing Manager Margaret O’Sullivan is chuffed with the cheesy campaign. “’Good things take time’ is such a strong part of our brand DNA, so we’re thrilled to be able to execute it in such a brilliantly simple way.”
Customers could apply to receive a voucher over Facebook late last year. Since then, hundreds of hours have been spent on them, with the fastest completion time so far a staggering 45 hours.
That’s a lot of time to spend thinking about cheese.