Treasure Cave Cheese wanted our help to be top-of-mind during the dog days of summer.


We brought Weber Grills to Treasure Cave to activate a summer long grilling promotion to keep Treasure Cave Cheese top-of-mind while delivering grilling recipes and offers to drive trial and sales. We gave away 100 Weber Grills for 100 days during the summer; advertised in All You Magazine, at shelves through NewsAmerica/Valassis, online with Facebook ads, and on-pack on 2.2 million packages.


Consumers went to Treasure Cave’s Facebook page to register and choose their favorite recipe from a gallery of six shown. Consumers could print the recipe, share it and confirm their selection to complete their entry. If they shared the promotion, they received up to five additional entries. The prizes varied each day from a Weber Smokey Joe grill, Go Anywhere grill, classic One Touch kettle grill, to the grand prize Spirit gas grill.



The promotion drove over 1,500,000 page views, over 300,000 entries, 35% email opt in rate, and an average of 21% of registrations through mobile devices. Winners were notified quickly and were invited to send their photo along with a comment that we posted on Treasure Cave’s Facebook page. The engagement on Facebook has increased to over “12,000 people talking about this”, along with comments like “liked, shared, entered:) Thank you!,” Thanks for the great giveaway!” and “The best blue cheese and feta cheese. I love Treasure Cave Cheese.”