Weber Shandwick x Cheez-It: Cheez Wheelz Food Truck
New York City, NY | Happy Valley, PA | Athens, GA
Challenge
Building off the success of the Cheez-In Diner's absurdly craveable Cheez-It-infused dishes, Trigger(House was tasked with reinforcing the brand's messaging and continuing to drive its popularity within college football by tapping into the tailgate scene—where fans gather, celebrate, and snack.
Approach
In partnership with Weber Shandwick, T(H turned the snack world upside down yet again with the launch of the Cheez Wheelz custom-branded tailgating food truck, which traveled through two iconic Big 10 and SEC towns leading up to the Cheez-It Citrus Bowl. Equipped with custom-branded gear and interactive experiences, the truck doled out a wildly creative menu, including Cheez-It-infused smash burgers, chili mac & Cheez-It dogs, and a Buffalo Wing Cheez-It-infused dill pickle dip. This party on wheels amplified the connection between Cheez-It and the vibrant, communal energy of college football season. And with the addition of fun photo ops and football-themed merch, tailgaters were eager to share their Cheez-It moments across social media, making every stop a must-visit destination.
Results
The Cheez Wheelz food truck successfully built on the brand’s equity in crave-worthy food and even surpassed rival Popeye's food truck share of voice despite having 1/3 as many stops and a shorter activation window. Coverage spread across the internet, popping up on platforms like Forbes, AllRecipes, Sports Illustrated, PureWow, and many more. The truck also spurred marquee coverage in local outlets in key markets, including a 4-minute dedicated segment on Good Day Atlanta, with pieces syndicating to spread the news even further.
