Cheez-It, Pop-Tarts, RITZ and TREK are making bold moves this season with innovative campaigns, immersive fan experiences and exciting new product launches. From Cheez-It’s Fantaseez, which lets fans bring their wildest game day dreams to life, to Pop-Tarts introducing three edible mascots competing for ultimate snack glory at the Pop-Tarts Bowl, the fun doesn’t stop there. RITZ is gearing up for its Big Game debut with its boldest campaign yet, while TREK celebrates hitting a £30m milestone, fuelled by the success of its high-protein Biscoff bars. This season’s lineup promises to redefine how snacks steal the spotlight on and off the field.
Think outside the box (and Bowl) with Cheez-It
Bowl season just got absurdly exciting, thanks to the Kellanova brand and its 2024 Citrus Bowl lineup of ‘Fantaseez’.
College football fans will have the chance to turn their wildest Game Day dreams into real-life moments, by submitting their most outlandish ideas for the chance to star in the cheeziest experiences of the year. Dream up your own fantastical moments, such as:
- Two-minute timeout wedding: Two lucky fans will get to tie the knot on the field with Cheez-It mascot Ched-Z officiating. The wedding party will be celebrated in the endzone.
- Official Cheez-caster: One fan with a flair for commentary will report live from inside the world’s largest bowl of Cheez-It crackers. This isn’t your average snack bowl – it’s 47” tall, 72” wide and 17” deep, making it as wide as a backyard hot tub and as tall as a grizzly bear on all fours – and it’s filled to the brim with iconic Original Cheez-It crackers.
“We’re not just celebrating college football this bowl season, we’re celebrating the joy of obsessed fans living out their dreams – no matter how absurd – and of course, giving them a cheezy twist,” said senior brand director Cara Tragseiler, senior Brand Director for Cheez-It.
“When it comes to creating unforgettable fan experiences, Cheez-It is always up for the challenge.”
Reality star and diehard Cheez-It fan Kordell Beckham steps in as the brand’s first-ever ‘Chief Fantaseez Officer’ to help bring fans' wild ideas to life.
“I’m here to make the absurd possible,” Beckham said.
Helping lead the charge is the brand’s newly appointed and first-ever college football CFO (chief fantaseez officer), Kordell Beckham.
“Cheez-It helped me achieve one of my long-term fantaseez of partnering with Cheez-It – so I’m all in on making these wild fantaseez a reality for others,” said Beckham.
The 2024 Cheez-It Citrus Bowl promises absurdly cheezy action: tune in on 31 December at 3pm ET on ABC. Fans can also follow social platforms for live updates.
College Football Playoff Foundation scores big
Cheez-It is doubling down on its commitment to educators, increasing its donation to $300,000 in support of the College Football Playoff (CFP) Foundation’s Extra Yard for Teachers initiative.
As part of Kellanova’s Better Days Promise, Cheez-It is working toward creating positive impacts for 4 billion people by 2030. The recent $50k boost underscores the cheezy brand’s dedication to empowering teachers with the resources they need to inspire students nationwide.
“It’s an honour to be able to give back to the people who have made such an indelible mark on their students and communities,” said Cheez-It senior brand director Cara Tragseiler.
In 2023, Cheez-It’s $250k contribution funded 444 classroom projects for 343 teachers at 175 schools. This year’s expanded donation continues to focus on underfunded schools, ensuring resources reach communities where they are needed most.
Through the CFP Foundation partnership, Cheez-It is directly funding classroom projects via DonorsChoose, while college football athletes share personal stories of gratitude for the educators who shaped them.
“Great teachers are the backbone of every community,” said Britton Banowsky, CFP Foundation executive director.
“Both of our organisations recognise that great teachers change lives and are vital to the success of every community. We look forward to seeing this partnership continue to make an impact well into the future.”
This year, Cheez-It has planned multiple surprises for teachers through various funding of classroom projects on DonorsChoose. Additionally, the brand and the Foundation have engaged multiple college football student-athletes to share personal stories that honour educators. Follow @CheezIt on social media to stay updated.
Home run for Kellanova with one-of-a-kind culinary experience
Football fans are in for a culinary treat at this year’s Pop-Tarts Bowl (28 December) and Cheez-It Citrus Bowl (31 December) at Camping World Stadium in Orlando, US.
Now in its second year, the collaboration between the snacks giant, Levy and Florida Citrus Sports is set to delight more than 110k fans with eight new items and five returning favourites. This one-of-a-kind culinary experience will be available throughout the stadium at both games, from general concessions to suites and boxes.
“Kellanova always enjoys showcasing how Cheez-It crackers and Pop-Tarts can extend far beyond breakfast or snack time to transform a stadium food experience for fans,” said Jessica Waller, GM, Kellanova Away From Home.
The limited edition stadium menu includes:
- Swicy Cheez-It Bird Dog
- Loaded Cheez-It Brisket Potato Skins
- Hot Honey & Cheez-It Pepperoni Pizza (‘Kordeezy Cheezy Pizza’)
- Loaded Chili Cheez-It Crunch Dog
- Cheez-It Pimento Cheez & Bacon Burger
- Walking Cheez-It Nachos
- Mac and Cheez-It Nachos
- Game Time Snack Mix
- PB&J Pop-Tarts Bavarian Pretzel
- Boston Cream Pie Pop-Tarts Trifle
- Strawberry Pop-Tarts Trifle
- Hot Fudge Pop-Tarts Waffle Cone Bowl Sundae
- End Zone Celebration Brown Sugar Cinnamon Pop-Tarts Cheesecake
- End Zone Celebration Strawberry Pop-Tarts Cheesecake
Track the fun on Pop-Tarts’ and Cheez-It’s social media.
Pop-Tarts camps it up with three edible mascots
The 2024 Pop-Tarts Bowl is tripling the fun as three edible mascots battle for the ultimate glory of being eaten by the game’s winners. Following the viral success of last year’s Frosted Strawberry Edible Mascot, Pop-Tarts is upping the stakes with Frosted Wild Berry, Frosted Hot Fudge Sundae and a Mystery Flavor – a resurrected fan-favourite set to return from the Pop-Tarts vault.
Fans are invited to guess the identity of the Mystery Flavor now, with the reveal coming soon on Pop-Tarts’ social channels. The winner of this high-stakes showdown will be determined by the game’s MVP, who will select which mascot earns the honour of becoming the victors’ celebratory snack.
“The first Pop-Tarts Bowl became one of the year’s biggest memes, and since then, our Edible Mascot has popped up on red carpets, TV commercials, sold-out Halloween costumes and it continues to get brought up during big cultural moments. Our fans are hungry for more,” said Heidi Ray, senior director of Marketing.
“With all eyes on us at this year’s game, we’re promising to triple the Crazy Good antics on- and off-field with even more shareworthy, showstopping, I-can’t-believe-they-did-that moments for fans to engage pre-kickoff.”
Fans can also commemorate the occasion with limited edition Pop-Tarts Printed Fun Mascot Packs, available in Frosted Strawberry and Walmart-exclusive Frosted Apple Turnover, featuring images celebrating memorable moments from the 2023 Pop-Tarts Bowl.
The Pop-Tarts Bowl airs on 28 December at 3:30pm ET on ABC at Camping World Stadium in Orlando, Florida.
JAMBAR returns as official Energy Bar for The Armory’s 2024 track season
For the second consecutive year, the small-batch organic energy bar maker has been named the official energy bar of The Armory in New York City. The brand will sponsor the JAMBAR Coaches Hall of Fame Invitational to be held on 21 December at the Nike Track & Field Center, providing nutritious energy bars to over 3,000 runners and 200+ coaches in attendance.
Recognised as the fastest track in the world, The Armory hosts more records than any other facility and welcomes over 300,000 visitors annually. JAMBAR will also be an official sponsor for the 2024-25 season, joining other major partners like Nike and Columbia University Irving Medical Center.
Highlighting the partnership, JAMBAR-sponsored Olympian Sage Hurta-Klecker will make an appearance at the Invitational to support young runners and distribute awards.
“The Armory is one of my favorite venues and like a second home,” said Sage Hurta-Klecker.
“It’s so great to see JAMBAR and The Armory in partnership – it’s really the perfect energy bar for athletes pre and post race.”
Founded by Jennifer Maxwell in 2021, JAMBAR is dedicated to giving back, donating 50% of after-tax profits to organisations supporting active living and music.
JAMBARs are now available at over 150 national and independent retailers and specialty stores across the US.
TREK hits £30m milestone
The UK’s 8th largest Cereal & Sports Nutrition Bars brand has surpassed £30m in retail sales for the first time, marking another year of double-digit growth (+12%). This milestone is largely thanks to the resounding success of its latest launch: TREK Power Biscoff.
Since its debut six months ago, TREK Power Biscoff has generated £2.1m in sales, becoming the number one best-selling launch in the Cereal & Sports Nutrition Bars category in 2024. Combining the taste of Lotus Biscoff with TREK’s signature high-protein, plant-based energy, the product has quickly become a consumer favourite. The range now represents 41% of TREK’s POWER product line, with four bars sold every minute and over 1 million bars sold to date.
Despite its success, there’s room for further growth. Current retail distribution stands at 42% for multipacks and 34% for singles, leaving untapped potential as more retailers stock this popular snack.
To supercharge this momentum, TREK has launched a comprehensive consumer campaign, including digital ads, social media buzz and influencer partnerships. This initiative aims to elevate awareness, driving increased consumer demand and encouraging more retailers to carry the product.
“We knew when we first launched TREK Power Biscoff earlier this year that consumers were going to love it, but the response has been beyond anything we ever expected,” said marketing manager Alice Boardman.
“We can’t wait to see what the future holds, particularly as we go live with the next phase of our consumer campaign to support the launch.”
TREK Power Biscoff is available in selected retail across the UK.
RITZ to make Big Game debut in 2025
For the first time in its history, the Mondelez-owned cracker brand will step onto advertising’s biggest stage during the Big Game on 9 February 2025.
A staple at tailgates and watch parties nationwide, RITZ is taking its place on the screen as well as the snack platter. The 30-second spot, created by The Martin Agency and directed by Jake Szymanski, will feature RITZ in a fresh, unexpected way. Produced by Gifted Youth and PXP, the ad is part of a larger campaign that includes paid media, PR, retail activations, and social media amplification.
“On a day when RITZ will be served at countless gatherings, it’s only fitting for us to make our debut on the big screen,” said Steven Saenen, VP of Marketing.
“The creative is also our boldest yet, designed to raise the bar and meet the moment.”
This marks the second consecutive year that a Mondelēz International brand has appeared during the Big Game, reflecting the conglomerate’s commitment to connecting with consumers in bold, innovative ways.
“We are energized by the fresh approach the RITZ brand is taking and believe it will set the tone for a remarkable year of sustained success in an increasingly competitive snack market,” said Tanya Berman, senior VP, Biscuit.
Fans can follow updates and sneak peeks on RITZ’s website or on social media platforms.
