Parmalat Canada has begun a promotion called "Cheesy's Backstage Pass" in support of its Black Diamond Cheestrings product. During the initiative, participating products will contain an identification number on the packaging that can be entered at <http://www.cheestrings.ca>. Twelve weekly winners will receive $100 music gift cards, while the grand prize winner will receive a $10,000 package including a trip to a North American concert of the winners choice. The promotion also includes social media activities. The campaign was developed by Solutions With Impact, with digital work done by Blue Band Media, media work handled by OMD and additional support from YTV and Family Channel.