Cheez-It's Vote for the Top Cheese
An election year campaign for snackdom’s highest office.
Role: Creative Director | Agency: Razorfish
Consumers were already jaded by the 2012 Presidential Election. So we introduced real choices to the election season with candidates they could believe, who had relevant platforms and spoke about pertinent issues.
Case Study Video
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.
Facebook App
‘Election Central’— candidates shared their positions, campaigned for votes and recruited Top Supporters.
Facebook Example Pages
Meet the Candidates
Inspiring personal messages & appeals for support - straight from the cheeses themselves - were shared across social media.
Featured Videos
Hot & Spicy Campaign Video
Baby Swiss Campaign Video
Italian Four Cheese Campaign Video
White Cheddar Campaign Video
Cheese-Slinging Ads
Why look good when you can make them look bad?
Featured Videos
Show us the recipe, Jacky Boy!
Doesn’t have the guts for top cheese!
Hey handlebars, it’s time for a trim.
Wooby? Binky? Big baby? Check.
The Intro, The Debate, & The Inauguration
Joe—our Cheesesearcher—introduced the election, moderated the debate and announced the winner at the inauguration.
Featured Videos
The Introduction
The Debate
The Inauguration
Playstation
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.
The Playstation Experience
iTV
Candidates were given a custom channel on DirectTV to sway viewers to their cause with games and videos.
DirectTV Screenshots
On-Pack & In-Store
Custom packaging introduced the candidates and drove to the Facebook page.
On-Pack
Consumers could sample the candidates in stores across the country while casting votes.
In-Store
The Winner
The Top Supporter for the winning candidate had their likeness carved in block of cheddar cheese and was featured on product packaging.
The Winner