Cheez-It

Cheez-It Bowl

For Cheez-It’s first title sponsorship of an NCAA football bowl game, they wanted a big moment to remind consumers of their love for the brand. And we did go big. We fabricated a GIANT Cheez-It bowl, toured it around the stadium and on-field during halftime, and hosted a social media contest for fans to guess how many boxes of Cheez-Its were inside. Leading up to the game, we sent street teams to the competing schools, UC Berkeley and Texas Christian University, to generate excitement for Cheez-It’s newest innovation, Cheez-It Snap’d. On game day, we swept through every surrounding bar and restaurant, distributing samples and dropping off Snap’d packs. Onsite, we engaged fans through tailgate games, share-worthy photo ops, and our Cheez-It Bowl contest. The winner took home a year’s supply of Cheez-Its.