Turned a varitey play into an engagement juggernaut

Cheez-It wanted to drive trial across eight flavors without losing its core Original fans.

The Ask
Cheez-It had a problem most brands would love: intensely loyal fans… but to just one flavor.
With eight varieties on shelves, the brand needed a way to drive trial across the full lineup—without alienating die-hard Original fans.

The Insight
Cheez-It’s rabid fans don’t just like their flavor—they champaion it.
So instead of telling people which flavor is best, we let them tell us.

The Idea
Turn the product lineup into a full-blown election.
Eight flavors. Eight “candidates.”
Fans voted for their favorite—and rallied others to do the same.
All hosted on a custom Facebook Election HQ with real-time results, state-by-state tracking, and campaign-style content.

Execution

• Facebook Election Headquarters with live voting and dynamic visuals
• Real-time vote tracking by state (bringing a political-map feel to snack food)
• “The Debate” video content series to spotlight each flavor’s personality
• Top Supporter Sweepstakes to reward superfans and drive repeat engagement
• Ongoing social content to fuel competition and momentum
• Campaign elements including “cheese-slinging” videos against opponent candidates

Role
Concept development
Campaign platform & messaging
Social content strategy
UX copy for Facebook experience

Why It Worked
We didn’t ask people to switch flavors.
We gave them a reason to defend one—and discover the others in the process.

The Results

• 66.9M votes
• 620K voters (20% returned)
• 600K+ new fans
• +25% sales across featured SKUs

Winner: Hot & Spicy

FAB Award Winner
Concept • Platform • Social • UX Copy