Last night the Tin Man team joined Kimberly Wyatt (former Pussycat Doll), Molly Smith (Love Island 2024 winner) and Rylan Clark at the world’s first secret cheese society, The Cheez-Masons.
London’s worst-kept secret was open to members of the public who were invited to participate in various immersive initiations, from worshipping at the Cheez-It altar to getting Cheez-inked with special ‘tattoos’.
The campaign celebrates the launch of Cheez-It in the UK, shining a light on how the Snap’d snack range is baked with 100% real cheese, providing the ultimate taste for cheese lovers. It comes as research shows almost half (46%) of the nation admit they’re cheese obsessed, with 1 in 20 claiming it’s too ‘gouda’ to live without. 3.21 million* Brits love cheese so much they’d consider getting a cheese-themed tattoo, with 1 in 10 distrusting of people who aren’t a fan of their favourite food, and 5% even believe liking cheese should be an option or preference on dating sites to make sure potential partners are like-minded.
The Cheez-Masons Society forms part of a wider marketing strategy to launch the billion-dollar US brand to 25 – 44-year-old snack enthusiasts across Europe.
