A crock of hot blue cheese dip, a wedge of Treasure Cave Blue Cheese, and crackers.
Submitted by Carmichael Lynch

Treasure Cave Blue Cheese Recipe Creator Campaign

Influencer Marketing

Carmichael Lynch recruited 43 recipe creators for Treasure Cave Blue Cheese across nine months of recipe content, and the agency reports a $1.3M increase in sales YoY.

10MVideo Views
+64%Video Views vs Goal
180K+Where to Buy Inquiries
$1.3MSales Increase YoY

Case in 60 seconds

Treasure Cave Blue Cheese needed to ramp up blue cheese sales while its consumer base aged, so the brand had to reach younger shoppers who were not already buying the category.

The campaign turns on familiarity rather than novelty, because Carmichael Lynch built the recipes around familiar local cuisines, so a younger audience saw blue cheese working inside food it already knew.

Carmichael Lynch went all in on influencers, making recipe creators who appealed to a younger audience the main carrier of the brand rather than one channel inside a wider plan.

The agency recruited 43 recipe creators who each developed three content pulses and multiple recipes over nine months, backed by paid media on Instagram, TikTok and YouTube and a geo-targeted shoppers choice link.

Carmichael Lynch reports more than 10 million video views, 64% above goal, 180,000+ where to buy inquiries and a $1.3 million increase in sales YoY, which it states was an 11.4% increase in purchases.

Strategy Breakdown

A younger audience than Treasure Cave Blue Cheese's existing, aging consumer base, reached through recipe creators across the U.S.
Blue cheese carried an aging consumer base, so growing sales required bringing younger buyers into the category rather than selling harder to the people who already bought it.
Treasure Cave was shown as a versatile ingredient inside familiar local cuisines, so the brand appeared as something to cook with rather than a product the audience had to learn from scratch.
Carmichael Lynch treats recipes from creators a younger audience already follows as the route to product trial, so the content shows the cheese in use rather than describing it.

Creative & Execution System

Assets & channels

  • Instagram
  • TikTok
  • YouTube

Partners

  • Carmichael Lynch

Results & Evidence

MetricValue
Video Views10M video views
Video Views vs Goal64% above goal
Where to Buy Inquiries180K+ consumers
Sales Increase YoY$1.3M

Why Carmichael Lynch's strategy worked

  1. 1

    Pairing creator partnerships with paid media lets a brand choose its audience through the creators while buying the reach, which matters when the goal is a younger buyer rather than more volume from existing ones.

  2. 2

    A geo-targeted where to buy link gives creator content a countable purchase intent signal, because inquiries sit between the view and the sale rather than being inferred from engagement.

  3. 3

    Running each creator across three content pulses over nine months builds repetition with one audience rather than a single burst, which suits a category where trial depends on seeing the product used more than once.

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