Cheez-It: "Cheez-In Diner"

Challenge
Reinforce brand messaging and equity-driving efforts everywhere consumers live and scroll—and win more market share during the summer snacking season by creating the year’s most crave-able foodie destination.
Approach
Zennials have a passion for road trips, and nothing says “road trip” like classic American diner food. Weber Shandwick and Trigger(House helped Cheez-It become the go-to snack for sun seekers with the FOMO-inducing Cheez-In Diner, an iconic destination launched just before Memorial Day. The diner featured a Cheez-It-infused menu, sampling bar, exclusive merch, a photo op with a custom Cheez-It-branded 1962 Cadillac convertible, and a first-of-its-kind jukebox operating on Cheez-It crackers, deepening the connection between the iconic crackers and American nostalgia.
Results
We brought the Cheez-It brand to life, creating a completely immersive experience beamed down from cheesy, crunchy, crackery heaven. The Cheez-In Diner was the highest reaching Cheez-It earned program to date. It Inspired real road trips with 10K+ visitors (some driving up to 9 hours), with 11K+ total menu items sold.