Armstrong is testing the wit and resolve of Canadian cheese lovers with a new promotion that’s all about cracking a code.

Developed with Dentsu Creative, the dairy brand’s new “Emoji Safe” promotion features an imaginary safe inside of which is a number of prizes. The catch is that those prizes are locked behind a six-emoji code – and with more than 150,000 possible combinations, not everyone is going to get a cut.

The contest is a promotion for Armstrong’s new shredded cheese offering, “Mmmm… Bacon,” a shredded marble that includes real bacon pieces in the package. It’s intended to get Canadians invested in that launch with a “fun challenge,” says Jordan Doucette, CCO at Dentsu Creative.

“From previous campaigns, we’ve seen that Armstrong Cheese fans really love engaging with the brand, and an exciting new product launch was the perfect opportunity for us,” she explains.

Available through a microsite, the promotion is backed by social and digital messaging. Canadians can enter once a day, and four participants will win a year’s supply of the new product.

“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,” explains Tina Galluccio, marketing manager for the brand at Saputo. “With this campaign, we wanted to get our fans excited to try this award-winning new product and its delicious flavour combination.”