To help launch a new shredded cheese product, Armstrong is running a campaign built around a contest that includes free cheese for a year.

Armstrong is positioning the new cheese as “The perfect combination: cheese and real bacon,” and is inviting consumers to guess their own perfect combination of emojis to unlock a virtual safe and possibly win the cheese.

Armstrong Cheese fans have shown they enjoy engaging with the brand online said Dentsu Creative’s chief creative officer Jordan Doucette. “And an exciting new product launch was the perfect opportunity for us to bring them a fun challenge.”

The “Emjoi Safe” lives at an Armstrong microsite where visitors can guess the six emojis required to unlock it. According to Armstrong, there are more than 150,000 combinations.

“We’re incredibly excited because this new, innovative product truly is one-of-a-kind, and it combines two things Canadians love—Armstrong cheese and Real Bacon,” said Tina Galluccio, marketing manager for Armstrong Cheese at Saputo. “With this campaign, we wanted our fans excited to try this award-winning new product and its delicious flavour combination.”