various types of cheese on rustic wooden table

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Those who complete the challenge earn a 20-kilogram hunk of vintage cheese as a reward.

Abbey White
February 22, 2018

If you spend a lot of time with jigsaw enthusiasts, you be aware how popular food imagery is in the world of 1,000 piece murals. Puzzles featuring candy shops, kitchens, cookbooks, and Coca-Cola tend to be top sellers for popular jigsaw makers like White Mountain and Springbok. Now, a New Zealand-based cheese company is playing into this trend—while playing on how much we like to slow down and savor our food—with an incredible puzzle-based promotion.

With the help of ad agency Colenso BBDO, Mainland Cheese is using its company tagline of “Good things take time” as the basis for a rather time-consuming product promotion. The event requires puzzlers to apply for a voucher through Facebook, and complete a large-scale 2,000-piece puzzle that forms an image of cheese in order to earn their own very real 20-kilogram hunk of vintage cheese.

Known as the “Mainland 2,000-Piece Voucher,” puzzle and cheese lovers alike have been encouraged since last December to spend as little or as much time as they need completing the limited edition puzzle. That’s because the idea behind the entire process is to help participants personally channel (and appreciate) the cheese aging process.

“‘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,” Mainland Group marketing manager Margaret O’Sullivan said.

The ad agency reports that so far hundreds of hours have been spent completing this exclusive puzzle, with ten of the jigsaws already finished. The quickest someone has wrapped their cheesy challenge was in both an impressive and staggering 45 hours. Mainland Cheese, the more than 60-year-old New Zealand cheesemaking brand owned by Fonterra, offers 20 types of grated, soft, sliced, blocked, and speciality cheeses, including Edam, Haloumi, Camembert, Organic, Smoked, and Epicure. All of it must be very good if someone is willing to spend days working on a puzzle just to get there hands on it.