Image courtesy: Food and Wine
Cheez-It is stepping up its game this football season, taking its love for the sport to a new level. The brand is sponsoring the famous Cheez-It Citrus Bowl, one of the oldest college football bowl games, set for December 31. This year, Cheez-It is adding an exciting twist by debuting a new flavor combination, created in partnership with Kordell Beckham, the winner of Love Island USA and brother of NFL star Odell Beckham Jr.
As part of the festivities surrounding the game, Cheez-It is getting as creative as possible, incorporating the crackers into various game-day experiences. Fans can expect to see mascot Ched-Z officiate a two-minute timeout wedding and even a fan reporting from the sidelines inside a massive, 47-inch-tall, 72-inch-wide bowl filled with Original Cheez-Its. However, the real highlight for snack enthusiasts is the live release of two new Cheez-It flavors during the game, just before the end of the first quarter.
Kordell Beckham has been named the Chief Fantaseez Officer (CFO) for the event and has collaborated with Cheez-It to create two new flavors: Cheez-It Extra Toasty Cheddar Jack and Cheez-It Smoked Cheddar crackers. These two varieties will come together in a bundle called The Kordeezy Fantacheezy, which will feature Beckham's image on the packaging and the Cheez-It Citrus Bowl logo on the side. After making its debut during the game, the new flavor duo will be available for purchase on CheezIt.com.
According to Cara Tragseiler, senior brand director for Cheez-It, flavor innovation is a key focus for the brand. She explains, “Whether it’s an entirely new product, a new way to enjoy our existing flavors, or creating a full menu of Cheez-It-infused dishes, we’re always focused on ways to bring fans an engaging experience with our irresistible snack.”
This isn't the first time Kordell Beckham and Cheez-It have teamed up. Earlier in August, Beckham worked with the brand to launch two other flavors, White Cheddar and Hot & Spicy Cheez-Its, known as the Kordeezy Cheezy Couple. The release was so popular that the crackers sold out in less than five minutes. Tragseiler added that staying connected to cultural trends and fan excitement is key to the success of these collaborations, and fans have shown overwhelming support for Beckham’s involvement with the brand.
In addition to the new flavor launch, fans at the Citrus Bowl will be treated to a cheesy menu featuring Cheez-It-infused comfort foods. Some of the dishes on offer include Swicy Cheez-It Bird Dog chicken tenders, Loaded Cheez-It Brisket Potato Skins, Hot Honey & Cheez-It Pepperoni Pizza, and Loaded Chili Cheez-It Crunch Dogs. There will also be Cheez-It Pimento Cheese & Bacon Burgers, Walking Cheez-It Nachos, and Mac and Cheez-It Nachos for those looking to enjoy a cheesy bite during the game.
For those watching from home, the new Kordeezy Fantacheezy flavor bundle will be released live during the game, allowing fans to purchase the new flavor combo and enjoy it while watching the action unfold on the field.
