How do you ramp up blue cheese sales and combat an aging consumer base?
By going “all in” on influencers. And we mean ALL in.
Treasure Cave Blue Cheese
Recipe for Brand and Category Love
We vetted and recruited 43 recipe creators who aligned with the Treasure Cave Blue Cheese brand ethos and appealed to a younger audience. Each creator developed three content pulses and multiple recipes over nine months, which spurred a groundswell across the U.S. and drove product trial with a hungry audience. Leveraging these curated influencer partnerships with paid media on Instagram, TikTok and YouTube, we increased product awareness and showcased blue cheese’s versatility in familiar local cuisines.
We reached a new younger audience through 350 social posts, 150+ unique blue cheese recipes and drove more than 10 million video views (64% above goal) for Treasure Cave. Most importantly, 180,000+ consumers inquired “where to buy” Treasure Cave Blue Cheese near them through our dynamically geo-targeted “shoppers choice link,” indicating future purchase intent. This intent was confirmed by a $1.3 million increase in sales YoY, representing a 11.4% increase of Treasure Cave Blue Cheese purchases.