We brought the iconic brand line “Good things take time” to life with the Mainland 2,000-Piece Voucher.

The voucher for free Mainland Cheese came in the form of a huge and considerably tricky puzzle; one of the most notoriously time-consuming hobbies there is.

The only way customers could redeem the voucher, and get their cheesy reward, was to send us a photo of the fully completed puzzle – proving, in the process, that good things really do take time.

The campaign launched on December 11th 2017, with a social post on Facebook calling our customers to apply for a voucher, by telling us who they’d enlist to help them finish it.

Almost 2,000 people applied, and a week later, our lucky cheese-lovers were chosen.

Each was sent a Mainland 2,000-Piece Voucher in a tailor-made box, along with instructions on how to redeem it, and handy hints on how to complete it.

The vouchers were Mainland’s most successful campaign on social to date, seeing three times the engagement of the brand’s average Facebook promotion.

And for this campaign, the most telling result was the hundreds of hours that Mainland spent taking pride of place on the coffee tables of New Zealanders around the country.

The record time for completion was a staggering 45 hours.

That’s a lot of time to spend thinking about cheese.