Dairy brand Mainland gives customers the opportunity to solve a huge puzzle in exchange for 20 kg of free cheese

What would you do for some free cheese? Well, New Zealand dairy company Mainland is betting that its customers will solve a 2,000-piece jigsaw puzzle for some of their cheeses. Designed in collaboration with creative agency Colenso BBDO, customers of the brand applied for a voucher in late 2017 and received one of three massive puzzle boxes. From there, they have to complete the entire puzzle in order to claim their cheesy prize.

The puzzle vouchers are meant to play into the company’s tagline, as Mainland Group marketing manager Margaret O’Sullivan tells The Drum: “‘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.”

And take time is does—the fastest completion time for one of these voucher puzzles is 45 hours. 10 of these vouchers have been assembled to date, with each winner getting 20 kg of free cheese.

Mainland

What would you do for some free cheese? Well, New Zealand dairy company Mainland is betting that its customers will solve a 2,000-piece jigsaw puzzle for some of their cheeses. Designed in collaboration with creative agency Colenso BBDO, customers of the brand applied for a voucher in late 2017 and received one of three massive puzzle boxes. From there, they have to complete the entire puzzle in order to claim their cheesy prize.

The puzzle vouchers are meant to play into the company’s tagline, as Mainland Group marketing manager Margaret O’Sullivan tells The Drum: “‘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.”