Cheez-It's Vote for the Top Cheese
An election year campaign for snackdom’s highest office.
XW: Creative Director
They were already jaded by the 2012 Presidention Election. So we introduced real choices to the election season with candidates they could believe, who had relevant platforms and spoke about pertinent issues
We had passionate fans who loved fun, but they were single-partisan snackers. They were sticking to the flavors they love, had no knowledge of the other flavors and rarely experimented. We needed them to flip-flop, and find a new favorite—try it, buy and spread the word.
‘Election Central’— candidates shared their positions, campaigned for votes and recruited Top Supporters.
MEET THE CANDIDATES
Hear inspiring personal messages & appeals for support - straight from the cheeses themselves.
Why look good when you can make them look bad? Unfortunately, no election is safe from negative campaign ads.
DEBATE / INAUGURATION / INTRO
Joe—our resident Cheesesearcher—introduced the election, moderated the debate and announced the winner at the inauguration.
Our election was the election in the Sony PlayStation universe, allowing the candidates to deliver their campaign in a virtual world complete with advertising, games and custom prizes.
Candidates were given a custom channel on DirectTV to sway viewers to their cause with games and videos.
Custom packaging introduced the candidates and drove to the Facebook page. Top Supporter for the winning candidate would have their likeness carved in block of cheddar cheese and be featured on product packaging.
IN-STORE & MOBILE
Consumers could sample the candidates themselves in grocery stores across the country while casting votes via their mobile devices.
To reach the broadest voting base, 5 second bumpers promoted the election on TV.
Candidates were introduced, campaigned and celebrated in online media.
YouTube housed all of the election’s video content, allowing candidates to deliver their platforms around the clock, day or night.