A fancier on-the-run snack
Mainland Cheese partners with HelloFresh to sample their newest snack range with premium, foodie consumers across Australia.
Activations (locations)
Love, love, love it!! Perfect little snack on the go and super tasty!
consumer feedback
Always saw the product at the shop but was never tempted to buy. But now since I've tasted it I'll definitely buy it more often to accompany my wine. Just LOVE IT.
consumer feedback
My favourite crackers mixed with my favourite cheese — what more can a girl want?
consumer feedback
...Today is our weekly shopping trip and you bet your bottom dollar we are chuckin’ some of those bad boys in the trolly
consumer feedback

Popular cheese brand Mainland recently added to their snacking range with a selection of Cheese & Artisan Crackers, pairing delicious savoury cheeses with sweet crackers baked in small batches for a light crispy texture. With three options available — Tasty Aged Cheddar with Cranberry & Sunflower Seed Crackers, Colby with Fig & Black Olive Crackers, and Extra Tasty Aged Cheddar with Date & Apricot Crackers — these great tasting combinations offer a fancier, more premium take on the typical cheese and cracker snack pack.

Looking for the perfect way to get their newest range in the hands (and shopping trollies) of food-loving Aussies, Mainland partnered with HelloFresh to run a sampling activation. Using Brandcrush’s end-to-end booking platform, Mainland partnered with HelloFresh to get samples of their Cheese & Artisan Crackers included in weekly meal boxes, delivered to tens of thousands of homes of premium, foodie customers across Australia.

The activation included two samples of the Mainland Cheese & Artisan Crackers per meal box, an in-box flyer with information on the product, and directions to a dedicated landing page where consumers were incentivised to fill in a feedback survey with the chance to win a prize.

The consumer response to the products was overwhelmingly positive, with an average product rating 4.8/5 from 697 responses. Overall, 98% of customers who tried the product said they really liked or loved the product, while an impressive 88.4% said they would be likely to purchase the product in-store after having tried the sample.

The campaign was a huge success for both Mainland and HelloFresh, demonstrating the power of hypertargeted brand partnerships. Mainland received valuable consumer feedback, built product awareness and drove new customer purchases in-store, while HelloFresh benefitted from surprising and delighting their meal box subscribers with a free sample of a product they loved (all while getting paid, of course!).