As part of its latest activation in Canada, Cheez-It is offering a free getaway for crackers lovers at a local hotel in 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 supply of Cheez-It snack throughout the rooms, lounge, fire pit, and hotel kitchen.

Nicole Gawen, marketing and wellbeing VP for Kellanova Canada, tells MiC that the initiative is the brand’s first venture into hosted escapes, expanding its marketing efforts beyond digital and in-store engagement.

“Cheez-It has always been about bold flavour, playful fun, and absurd lengths consumers will go to get their Cheez-It fix. 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 trade tariffs and the growing “Buy Canadian” movement, Gawen notes that Kellanova wanted to reward Cheez-It customers nationwide while fostering brand connection through a different experience.

By collaborating with a local hotel, the company also sought to support Canadian businesses and contribute to Prince Edward County’s thriving tourism industry. According to Gawen, the county’s reputation as a premier destination, recognized by Travel & Leisure as one of the top 50 places to visit globally, made it an ideal location for Cheez-It’s inaugural 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.

Starcom is in charge of media buying, while MSL Canada is handling PR and influencer marketing.

With files from Laurie Wilson