At Cheez-It, real cheese matters. That's why we mature our cheese for 6 months and a day before we bake it into every delicious cracker. You may have seen Cheese (the character) in our maturation room. Our Cheesearcher Joe is often at the receiving end of his immature humour. Our concept was born from people's love of this style of humour, their desire for snackable content and the cultural relevance of a national election in the United States that was rapidly becoming farcical. The idea was to appeal to our fans' loyalty by encouraging them and rewarding them for considering new varieties. Vote for the Top Cheese, 2012 brought life to 8 new cheese characters and gave them a platform to campaign directly to consumers in their unique way. The large scale integrated programme encompassed TV, print, digital media, Facebook, in-store, mobile, iTV, PlayStation, PR and even Nascar.

RECORD BREAKING TURNOUTOver 60,000,000 total votesOver 600,000 new Facebook ‘fans’ Over 620,000 voters, over 1 in 10 came back for more funCANDIDATES FOUGHT TO THE FINISHDouble digit sales increases across featured flavours during the programme