Cheez-It - Official Sponsor of the College Football Playoff

In anticipation of the 2020 College Football season, Cheez-It introduced its newest Cheez Geek: Coach Curd. And he’s gone to absurd lengths to age and prefect his team to be their cheesiest, crunchiest selves. Now he’s ready to show the world just what type of squad he’s working with. So naturally, we kicked things off with an impassioned pregame speech.

Then we put Cheez in the spotlight to answer some burning questions from the media - and give fans a taste of what he plan on delivering to the masses this year.

We gave Cheez the superstar entrance only he deserves.

And after a cheesy, crunchy performance that’s sure to leave your tastebuds satisfied, Cheez was officially named MV-Cheez.

Agency: Leo Burnett
Creative Director: Michael Shirley
Art Director: Krystyn Campbell