MediaVest needed to remind consumers that a sleepy brand already in their cupboards could add fun and versatility to everyday foods or snaking. They teamed with leading Canadian television comedy, Corner Gas, whose core viewer base resided in the Prairie Provinces, where Cheez Whiz was most established. The unique Canadian humor expressed in the series was a perfect match to the Cheez Whiz personality. The brand was placed in the Corner Gas store where the show’s storyline was centered, and was integrated in dialogue, when appropriate, in a tongue-in-cheek manner. The viewer appeal even led to a Corner Gas product jar of the cheese spread, while Cheez Whiz share points grew.
MediaVest needed to remind consumers that a sleepy brand already in their cupboards could add fun and versatility to everyday foods or snaking. They teamed with leading Canadian television comedy, Corner Gas, whose core viewer base resided in the Prairie Provinces, where Cheez Whiz was most established. The unique Canadian humor expressed in the series was a perfect match to the Cheez Whiz personality. The brand was placed in the Corner Gas store where the show’s storyline was centered, and was integrated in dialogue, when appropriate, in a tongue-in-cheek manner. The viewer appeal even led to a Corner Gas product jar of the cheese spread, while Cheez Whiz share points grew.