Cheesies has become the first official snack partner of Edinburgh Fringe.
During the festival (1-25 August), Cheesies will distribute over 50,000 free samples to passers-by from branded stands on the Royal Mile, the Mound Precinct, and other high-footfall zones.
Its baked cheese snacks will also be available to buy in the Fringe shop and select venue bars across the city.
Cheesies will round off the campaign with a limited-edition Fringe Edition Christmas Cracker, launching in November.
Along with Cheesies snacks, the cracker will feature jokes written by Fringe comedians, with royalties paid and credit given for every gag used.
To launch the Fringe partnership, Cheesies last week transformed Waitrose Canary Wharf into a pop-up comedy club, complete with sets from four Fringe comedians as well as in-store sampling and a spin-to-win wheel.
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The pop-up also aimed to promote the recent inclusion of Cheesies 20g packs as snacks in Waitrose’s food-to-go meal deal.
It comes after Co-op expanded its distribution of Cheesies to 700 stores at the end of June.
“This summer’s a big moment for Cheesies,” said Cheesies commercial director Ed Hauck.
“The Fringe gives us cultural reach, the Waitrose and Co-op wins give us commercial muscle – and together they prove what we’ve believed from day one: cheese belongs in more places than just the fridge.”
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