Good things take time: The cheesy 2000-piece voucher

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Colenso BBDO and Mainland have created a very, very time-consuming promotion – the Mainland 2000-Piece Voucher – mimicking the adage that aging the perfect cheese takes patience.

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 2000-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 says she’s 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,” Davison said.


Client: Fonterra
Group Marketing Manager: Margaret O’Sullivan,
Senior Brand Manager: Lucie Baker
Digital Engagement Manager: Rob Macdonald
Agency: Colenso BBDO

Colenso policy is now not to supply agency credits.

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