Treasure Cave Celebrates Blue Cheese Lovers and Newcomers with Spots Directed by Andreas Nilsson

Treasure Cave, the first blue cheese manufacturer from Saputo USA, just launched a new marketing campaign developed and executed by Saputo USA with creative agency Carmichael Lynch. The new campaign leans into the funk of blue cheese and encourages blue cheese lovers to celebrate funky creativity, stating “You Might Love it Here.” 

Directed by Andreas Nilsson of Biscuit Filmworks, who recently won Grand Prix at Cannes Lion International Festival of Creativity, the ads invite blue cheese lovers to embrace the bold, funky, wacky, adventures blue cheese brings. The spots are lyrical-driven music videos, paying homage to the brand’s cave-aged origins. With lyrics like “some things we crave are also funky, science is so cool. It seems that would make no sense, but we don’t make the rules,” and “Welcome to the Treasure Cave where blue cheese gets its funk. This taste you cannot replicate so please enjoy a hunk,” ending each spot with “Treasure Cave, you might love it here.”

The campaign will be supported with ad spots running in key markets through streaming, social, CTV, desktop, mobile/tablet devices, along with earned media and influencer partnership support. The campaign is launching in tandem with new packaging on Treasure Cave products rolling out in stores in August.