Some news we’re proud to share: Trigger(House has been named a winner at the 2025 Digiday Content Marketing Awards for Best Experiential Marketing Campaign, recognizing our collaboration with Weber Shandwick on the Cheez-In Diner for Cheez-It.

We don’t do the work for awards—but it means a lot to have this one. Especially from Digiday, whose Content Marketing Awards have honored iconic campaigns from brands like Chipotle, Airbnb, and The Atlantic—and now, us again. With a roadside diner this time. And a jukebox that runs on crackers.

The Challenge

Cheez-It wanted to own summer.

The brief:
1. Reinforce Cheez-It’s brand positioning everywhere people live, scroll, and snack.
2. Win summer.
3. Do it in a way that’s never been done before.

So we teamed up with Weber Shandwick to dream up something that felt as nostalgic as it did new—something that felt like it had always existed in the American road trip psyche—but was actually built from scratch, in the middle of nowhere, and infused with 100% snack-fueled insanity. Something people would drive hundreds of miles just to experience for themselves.

The Big Idea

Zennials love a good road trip. And nothing says “road trip” like a classic roadside diner. Enter the Cheez-In Diner—a fully immersive, Cheez-It-fueled pit stop built just in time for Memorial Day weekend.

A real diner, off a real highway, open to the real public, serving a menu made with real Cheez-Its.

Think:

• A sampling bar for curiosity-fueled cravings

• A custom ‘62 Cheez-It-red Cadillac that basically begged for selfies
  
• An exclusive merch shop for the fashionably crumb-covered
  
• A jukebox that runs on crackers (yes, seriously.)
  
• And enough nostalgia to make your Aunt Linda cry into her Cheez-It Milkshake

The Results

This wasn’t just a campaign. It was a cultural moment.
And people didn’t just stop by—they made the trip. Over 10,000 visitors showed up, some driving nearly 9 hours for the experience. We sold 11,000+ menu items and the activation became the highest-reaching Cheez-It earned media program ever.

So What Does It All Mean?

It means this: real-world brand experiences still move people—if you do them with guts, craft, and a little inspired cheesiness…where applicable.

This win isn’t just for us—it’s for the creative rebels, the late-night fabricators, the project managers who pulled off the impossible (without ever losing their cool), and everyone who believes that marketing can be an experience people actually want to be part of.

We love this kind of work because it’s what we were built to do: bring big ideas to life in the real world, with partners who aren’t afraid to get a little weird in the name of good storytelling.

Huge thanks to Weber Shandwick for being such a dream partner, and to Cheez-It for trusting us to go all-in on nostalgia, flavor, and fun.

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Stay crunchy,

Team Trigger(House

P.S. Yes, we’re open to franchising. (Kidding…probably.)