City-Wide Comedy Campaigns

Cheez-It's Seize the Cheese this Fringe Activates Festival-Goers

As the Official Snack Partner of Edinburgh Fringe, the world's largest performing arts festival, Cheez-It is appealing to festival-goers with a city-wide Seize the Cheese this Fringe campaign. This activation to boost awareness and cultural relevance included sampling experiences, a large-scale installation at Waverley station, and a challenge to find the Cheeziest Joke of the Fringe.

To center cheesiness and comedy, the campaign invites performers to submit their cheesiest joke so that a panel of judges can whittle down the submissions to five finalists, and festival-goers can vote for their favorite by scanning QR codes scattered across the city. Ultimately, on the 14th of August, one comedian will be the recipient of the Cheeziest joke of the Fringe trophy for their humor and wit.

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