As part of the launch campaign for its Snap’d line of snacks, Kellogg’s Cheez-It brand has launched a contest to find a bunker-full of the snacks hidden somewhere in the United States.
The hunt ties in with the campaign’s overall theme: TV and digital/social ads claim that the new, “real cheese” snacks are so “insanely munchable” (the “perfect” TV-watching snack) that Cheez-It is worried the demand will cause a cheese shortage.
A TV/digital ad that launched in mid February has amassed nearly 18 million views to date on
Now, “after seeing the snack fly off shelves, we wanted to ensure Cheez-it Snap'd were kept safe for our biggest cheese-loving fans” by hiding a supply in the bunker, declared Jeff Delonis, Cheez-It’s senior director of marketing, in the contest release.
The first person to find the bunker (above) will get a year's supply
of Snap'd snacks, some of the contents of the bunker (including a giant flat-screen TV) and a year’s subscription to a streaming service.
Clues will begin appearing on Cheez-It’s Twitter account starting May 14.
The brand is promoting the contest with a video on social media (below) that generated nearly 200,000 views on Twitter alone in the first 24 hours.