Female Gen-X, Millennial Opps: Saputo rolls out new packaging, brand campaign for Treasure Cave (Score 44)

Sales lead: Get in touch now to see if you can score some of these extra campaign ad dollars. 

• Saputo Cheese USA just kicked off a brand campaign for its Treasure Cave (TC) brand. 
• The push is called "You Might Love It Here" and is running across premium video, programmatic video, and social media. 
• The brand also introduced a new logo and packaging. 
• TC's sister brand, Montchevre, recently rebranded as well. 

Target demographic: Gen-X & millennial women 

The company will likely:

• Keep ramping up ad spend
• Increase promotional activity for the new logo & packaging
• Seek new agency partners (recent DM shift; below)

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: TC spent approximately $286.6k on digital display ads YTD after not utilizing the channel during the same time period of 2022. 
• YTD data: 41.4m impressions via Facebook (74%) and Instagram (26%). 
• 2021-2022 spend: Full-year spend plummeted from $191.8k in 2021 to $6.8k in 2022. 
• Ad location: It placed 100% of these ads directly onto facebook.com and instagram.com. 

Additional channel insights  

• Vivvix: Saputo also utilizes OOH.
• Top podcasts sponsored: The Joe Rogan Experience, Up First, Hidden Killers With Tony Brueskie | Breaking News & Commentary, The NewsWorthy, and My Brother, My Brother and Me. 

Agency analysis:

• Opportunity: Saputo recently promoted one of its top marketers, Jenny Englert, so reach out to see if you can pick up some business. 
• Current roster:
  • Carmichael Lynch Relate: PR
  • Hangar12: digital & social
  • partners + napier: creative