Case Study
Inside Cheez‑It’s immersive brand experience in Canada
Experiences
The Ask
Cheez‑It needed to move beyond awareness in Canada and establish itself as an authentic, indulgent cheese brand. In a highly commoditized snacks category, the challenge was to convert Canadians’ deep love of cheese into cultural relevance, real behaviour change, and measurable business growth nationwide.
The Approach
Rather than explain Cheez‑It’s cheese credentials, we made Canadians experience them. Anchored in the insight that relevance is earned through lived moments, we created The Cheez‑It Escape, a fully bookable, immersive brand getaway. In March 2025, the Drake Motor Inn in Prince Edward County was transformed into a “cheezy” retreat where guests stayed inside the brand for two nights, surrounded by playful design, unlimited Cheez‑It crackers, and unapologetic indulgence. Earned media led the strategy, with embargoed media stays, Gen Z creator content, and public bookings engineered for scarcity and momentum, ensuring the experience travelled far beyond its physical walls.
The Impact
Demand was immediate, with stays selling out in under five hours, more than 42,000 Eventbrite page views, 78 guests hosted and 165 on the waitlist. The campaign delivered strong business results, driving 30% brand growth, increased household penetration, and retail momentum, cementing Cheez‑It as a craveable cheese brand in Canada.
Earned Media Impressions
Earned Media Placements
Organic Influencer Posts
Organic Social Impressions