Saputo USA is welcoming consumers behind the walls of the cave with its latest brand campaign. Aiming to elevate Treasure Cave’s premium blue cheese, the producer is rolling out a series of ads that bring a mystical treasure cave to life, all with simple messaging: You Might Love It Here.
“Let’s be real—blue cheese has historically fallen into the ‘topics to avoid at family dinner’ category, as its many unique qualities can make it a polarizing cheese choice,” said Jenny Englert, Saputo’s Marketing Director. “But as a brand, Treasure Cave is all about celebrating this intriguing tension and is inviting everyone to embrace the bold and funky flavors blue cheese brings. And this campaign delivers on that.”
Treasure Cave fans will be greeted by a modern new look for the brand, as elevated, updated packaging hits grocery shelves this month. The revamped packaging includes a new logo that leans into the brand’s cave-aged heritage, according to a press release. The new packaging incorporates the shape of the state of Wisconsin as the mouth of the Treasure Cave on-pack and features larger windows to allow for better product visibility.
To connect with their curious, ever-exploring, blue cheese loving audience, the Treasure Cave brand videos will run in key markets through premium video, programmatic video, and social environments. You can enjoy all the memorable ad spots here.
I, for one, cannot wait to take a peek inside the cave. Will you join me?