Cheez-It Tackles College Football’s Hottest Topics with the Couch Committee

Following the brand's ‘Feelin' the Cheeziest’ era, Cheez-It has cemented its place at the centre of college football culture with an all-new ad campaign created by BBDO New York.

Highlighting where college football culture and snacking meet, the ad series introduces the Cheez-It Couch Committee: a group of Cheez-It-munching armchair analysts and fans who take on the season’s hottest topics directly from the couch, debating greatness, spewing hot takes and snacking on cheesy, salty and crunchy Cheez-It crackers.

Centred around a one-of-a-kind Cheez-It-shaped orange leather couch that features over-sized Cheez-It bowl holders optimised for snacking, each spot puts a Cheez-It twist on some of the biggest storylines in college football culture today:

‘9th YEAR SENIORS’: The committee debates extended college football eligibility, concluding that aging improves cheese, not ninth year seniors.

‘HELMET STICKERS’: In college football, players earn helmet stickers to mark great accomplishments. The committee takes this tradition to the extreme, following one superfan who gets a sticker for every single Cheez-It cracker he eats – until his request for where to put the final sticker gets a little too awkward.

‘BIG MONEY DONORS’: A big donor convinces a superfan to stay on the couch by refilling his empty bowl with Cheez-It Extra Cheesy crackers, enticing him with a little extra cheddar.

‘EATING THE CLOCK’: In a literal take on a classic football strategy, a Couch Committee coach is fed a Cheez-It cracker directly from a cuckoo clock's extending mechanical arm.

‘THE COUCH’: This is an organic, social only film to introduce the actual Cheez-It couch for which the campaign is centred around, exploring its delicious history and lore, including its deluxe Cheez-It loving, college football watching features and revealing a fan that hasn't left the couch in quite some time.

As an official sponsor of the College Football Playoff, Cheez-It is committed to elevating the game day experience. This new creative direction seamlessly connects college football culture to snack consumption — proving that just like the most passionate fans, Cheez-It keeps it 100% real at the ultimate intersection of football and snacking: the couch.

“Nothing sparks more conversation and debate than college football. There are endless topics and hot takes from pundits and passionate fans alike. With the Cheez-It Couch Committee, we didn’t want to just enter the conversation, we wanted to create an iconic device to help feed that conversation even further. And by feed it, I mean feed it Cheez-It,” said Dan Kelly, executive creative director, executive vice president, BBDO New York.