Treasure Cave celebrates its funky blue cheese with the dankest of musicals

Cave-aged blue cheese might not be everyone’s favorite thing in the world, but Treasure Cave leans into that tension with a ludicrous mini-musical that’s as bold and funky as the product itself.

The Wisconsin-based, Saputo USA-owned brand tapped agency Carmichael Lynch and director Andreas Nilsson for a 60-second spot that we’re told was shot on a hand-built set made to look like a cave. A motley cast of characters, including a possible vampire named Hank (why else would he be hanging upside down?), deliver a mad singalong about the “super-dank” product—and how the cave is “where blue cheese gets its funk.” 

Treasure Cave isn’t actually made in a cave any longer, but it once was. And it makes for weirdly compelling scene indeed—a fun addition to Nilsson’s expanding cheese ouvre, which recently included off-kilter spots for Velveeta.

Acknowledging when a food or beverage is polarizing is a tried-and-true strategy, from Marmite to Laphroaig, and it’s nice to see a brand get unabashedly weird in seeking its target audience.

“Let’s be real—blue cheese has historically fallen into the ‘topics to avoid at family dinner’ category, as its many unique qualities can make it a polarizing cheese choice,” said Jenny Englert, Saputo USA marketing director. “But as a brand, Treasure Cave is all about celebrating this intriguing tension and is inviting everyone to embrace the bold and funky flavors blue cheese brings. And this campaign delivers on that.”

Check out a couple of :15s below. Great to see Hank get his own spot.

Along with the new spots, updated packaging will hit grocery shelves this month—including a new logo that leans into the brand's cave-aged heritage.