Good Vibes & Cheezy Fries

Cheez-It crackers are the ultimate road trip snack. And nothing says “road trip” like classic Americana diner food. 

So, we had Cheez-It fans travel the farthest they’ve ever gone, back to the 1950’s, for the most absurdly irresistible summer destination.

Press: Betches, Delish, Eater, AdAge, Food & Wine, CBS News

Awards:
Creative Muse Awards Gold Winner
Ad Age: Hottest Brands of 2024 and Marketing Winners of the Week
Best Experiential Marketing Campaign by the DigiDay Content Marketing Awards
AdWeek Experiential Awards: Best Experiential Activation by a Packaged Goods Brand 

Inside of a Cheez In Diner with a red counter and stools, shelves decorated with Cheez It snacks, and a large Cheez In Diner sign.
Interior of a Cheez-In themed diner with red and yellow decor, red chairs, tables with condiments, and wall decorations featuring Cheez-In branding and vintage signs.

Client: Cheez-It

Goal: Create a deliciously absurd moment for Cheez-It that makes fans go crazy. 

My Role: Creative concepting, copy on merch and collateral, creative direction on diner buildout, creative direction on photoshoot

Agency: Weber Shandwick

Team: Kristen Schwanz, Claudia Testa, Nikki Mendez
Production Agency: Trigger House

Overhead view of a fast food meal on a table, including a cheeseburger, fries, fried chicken, a milkshake, and a cup of coffee. The table is set with red and yellow checkered paper and red plates with Cheez-It branding.
Night view of The Cheez-In Diner.