As part of its latest activation in Canada, Cheez-It is offering a free getaway for snack lovers at a local hotel in the Ontario tourist region of Prince Edward County.
Dubbed “The Cheez-It Escape,” the experience includes a two-night stay at the Drake Motor Inn, featuring brand-themed décor and a ready supply of Cheez-Its.
Nicole Gawen, marketing and well-being VP for Kellanova Canada, tells strategy that the initiative is the brand’s first venture into hosted escapes, expanding its marketing efforts beyond digital and in-store engagement. “‘The Cheez-It Escape’ represents an evolution of how we connect with fans – bringing our brand to life in a tangible, immersive way,” Gawen says.
Considering the impact of U.S. tariffs and the growing “Buy Canadian” movement, Gawen says Kellanova wanted to reward Cheez-It customers nationwide and foster brand connection with a new approach.
By collaborating with a local hotel, the company also sought to support Canadian businesses and contribute to Prince Edward County’s tourism industry. According to Gawen, the county’s reputation as a premier locale, recognized by Travel & Leisure as one of the top 50 places to visit globally, made it an ideal location for Cheez-It’s first retreat.
Additionally, the mid-March launch of The Cheez-It Escape also capitalizes on the rising trend of spontaneous travel and immersive brand experiences in the country, especially among parents aged 25 to 54 and Gen Z consumers aged 18 to 25, Gawen says.
To support the activation, Cheez-It partnered with influencers and is rolling out sponsored content with Narcity Quebec, as well as digital and social-media ads.
MSL Canada is handling PR and influencer marketing and Starcom is in charge of media buying for “The Cheez-It Escape,” which runs from March 14 to March 22.
With files from Laurie Wilson
