Treasure Cave, America’s original cave-aged blue cheese brand and part of the Saputo Cheese portfolio, has been named the Official Cheese of the Buffalo Bills this season. The partnership is well positioned in a market where blue cheese is a well-known sidekick to chicken wings.
In addition to being available in grocery retailers across the country, Treasure Cave products are available locally at Wegmans Food Markets, Tops Friendly Markets and Price Rite, positioning the brand to convert game-day sampling into deli case sales in western New York.
Kickoff on opening day
The partnership begins with the home opener against the Detroit Lions on Sept. 17 at the new Highmark Stadium, which opens this year in Orchard Park, New York. At the brand’s Pregame Plaza activation, fans can sample Treasure Cave blue cheese dip and spread, take photos in the “Don’t Fumble the Crumble” tub filled with oversized foam “blue cheese” crumbles and compete in “Flip the Tub,” a challenge inspired by classic tailgate games. Inside the stadium, Treasure Cave blue cheese will be the core ingredient in a house-made dip served alongside chicken wings, chicken finger subs and pizza.
“The Bills Mafia bring unmatched energy and pride to every game, and we wanted to create experiences that are just as memorable,” said Samina Kirchen, Treasure Cave cheese brand manager. “Whether fans are taking photos in an oversized blue cheese tub foam pit, playing ‘Flip the Tub,’ or enjoying bites of our blue cheese dip, we’re excited to be part of their game day traditions.”
More special events planned
The brand also will activate at the Salute to Service game against the Miami Dolphins on Nov. 22 and the team’s first-ever Thanksgiving home game against the Kansas City Chiefs on Nov. 26. Beginning the week of Sept. 13, the Bills will launch “Treasure Cave Ticket Tuesday,” giving away two tickets to every home game through the team’s social media channels.
Treasure Cave was the first commercially produced blue cheese brand in the United States, born from renovated caves in Faribault, Minnesota, in 1935 that provided the right temperature and environment for authentic cave-aged cheese. Today, the brand’s blue and gorgonzola cheeses are made in Almena, Wisconsin.