- Cheez-It is offering fans an opportunity to live the fantasy of its latest ad campaign via a sweepstakes offering the opportunity to rent the square-shaped, burnt orange couch that is home to the brand’s “couch committee.”
- The promotion is an extension of the brand’s latest ad campaign, in which a group of armchair sports analysts debate various sports-themed scenarios fro the square sectional.
- For the contest, the brand will make the couch available for rental to accessorize a fan’s pre-game tailgate party. As a bonus, famed former player and football analyst Chase Daniel will join the winner and their crew at the tailgate party.
In Cheez-It’s new campaign, a varied group of fans sits on a burnt orange square couch to debate the important topics in sports, such as “9th-year seniors.” As an elderly man (wearing a leather football helmet) awaits the committee’s decision, they debate when one becomes too old to play. One of the committee members, a round of cheese in a football helmet, points out that age makes cheese “tastier, saltier and yummier.” The committee votes to allow the man to play.
The contest will give fans the opportunity to stage their own debate in the square sectional from the campaign. The brand will select one winner and up to five members of their own “committee” to rent the piece of furniture for one of their tailgate parties. The winner will also get a dedicated 30-minute meet-and-greet with Chase Daniel.
Daniel makes a pitch for the contest in a social video made to look like an ad for a furniture rental store. In the video, Daniel, wearing a red polo (a la Cheez-It’s brand color), notes that he was best known for his career as a backup quarterback “sitting and warming.” That experience makes him an expert in the couch’s comfort, and he lays out the details of the contest.
“As a brand steeped in college football culture for almost a decade, we saw an opportunity to bring fans even closer to the game day conversation,” said Nicole Sorensen, vice president of marketing for Cheez-It, in a statement. “We’re giving fans a chance to join the fun and do what they already love on Saturdays – sit around talking football, debating hot takes and snacking on Cheez-It crackers – now on a much bigger, cheezier couch.”
