ZEAL stages Cheez-It Fringe takeover

The campaign aims to increase awareness and product trial in the UK through activations across Edinburgh,

Brand activation agency ZEAL has launched an experiential campaign for Cheez-It at the Edinburgh Fringe, turning the snack brand into the festival's Official Snack Partner through a programme of sampling, live experiences and city-wide installations.

Running from August 7-13, the campaign aims to increase awareness and product trial in the UK through activations across Edinburgh, following Cheez-It's launch in the market two years ago.

City-wide activation spans festival venues

Developed around the platform Seize the Cheese this Fringe, the campaign includes a seven-day sampling programme at Edinburgh Waverley station, The Mound and the Royal Mile, alongside a giant Cheez-It pack installation at Waverley station.

Additional activity includes sponsorship of The List launch party, branded experiences at Fringe venues, a presence in convenience stores across Edinburgh city centre and an LED advertising van promoting the campaign throughout the city.

Search begins for Fringe's cheesiest joke

A central feature of the activation is the search for the Cheeziest Joke of the Fringe. Performers were invited to submit jokes, with a judging panel selecting five finalists.

Festival-goers can vote for their favourite using QR codes displayed across Edinburgh, with the winning comedian due to receive the Cheeziest Joke of the Fringe trophy on August 14.

Campaign builds on Cheez-It's brand strategy

The campaign was developed by ZEAL in partnership with Cheez-It and Edinburgh Fringe venues, extending the brand's focus on using live events and cultural partnerships to build awareness and encourage product trial.

Rui Frias, UK Senior Marketing Manager, Cheez-It: "The Edinburgh Fringe gives us the perfect opportunity to bring Cheez-It's playful personality to life at scale. As we continue to build awareness and trial in the UK, we wanted to create something that felt authentically Cheez-It while tapping into the humour and energy that makes the Fringe so special. 'Seize the Cheese this Fringe' allows us to introduce more people to the brand in a way that is fun, memorable and impossible to miss."

ZEAL focuses on participation

Rachel Roberts, Managing Director, ZEAL: "The challenge wasn't simply to sponsor the Fringe, but to create something people would actively engage with in one of the busiest cultural environments in the world. For a relatively new brand in the UK, the opportunity was to turn awareness into action by showing up in the moments that matter most to festival-goers. 'Seize the Cheese this Fringe' takes Cheez-It's distinctive personality and transforms it into experiences people can participate in, from sampling and live activations to the search for the festival's cheeziest joke. It's about creating emotional connections that move people from curiosity to trial."

www.cheezit.com

www.zealcreative.com

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