Cheez-It wanted to solidify its position as a preferred snack amongst Gen Z. Using AI-powered social listening, we discovered that Gen Z craves travel experiences that emphasize the journey as much as the destination.

We turned an upstate New York roadside diner into the most outrageously ‘cheesy’ place on earth – with Cheez-It branding covering every square inch and a menu that included ‘cheese-forward’ items like The Extra Cheezburger and even a Deluxe Cheez-It Milkshake.

We capitalized on ‘outrageous food’ trends, engaged influential creators and reacted to conversations in real time to amplify our impact. For example, when the diner’s Cheez-It-branded jukebox started trending on search and social, we listed it for sale and drove a whole new pulse of media coverage and social conversation.

The Cheez-In Diner was a smashing success, with 1.5 billion impressions, 1,370 media stories and a 2.1x spike in brand search during the activation period. Plus, more than 10,000 fans from 40 states got the chance to experience the diner In all its cheesy glory. And, the campaign helped get Cheez-It named to Ad Age’s list of America’s Hottest Brands.