Crispy, cheesy and unforgettable: Cheez-It conquers Hamburg

Keyfacts

Stylish EggStreamer complete with DJ booth and bar
Exclusive VIP and press area
Successful publicising of the German launch with excellent influencer reach

If an American snack classic wants to win over the German market, it needs more than just good flavour – it needs an event that echoes far and wide. That’s exactly what Cheez-It brought forth on 25 September 2025 on Überseeplatz square right by the entrance to Westfield Hamburg-Überseequartier. Using an aerodynamically shaped Cheez-It EggStreamer roadshow trailer as an eye-catcher, the legendary US cheese snack was presented in two varieties: Double Cheese and Cheese & Chilli.

From crunch to content creation

An unforgettable brand experience: a DJ set-up and a bar created the right atmosphere, while a VIP lounge and picture wall boosted content creation and dwell time. Sampling zones invited visitors to try things out, while exclusive slots for the press and influencers also ensured professional coverage. The mix of invitation-only and public access made the event exclusive, yet at the same time accessible – ideal for maximising social buzz.

German influencer celebs didn't want to miss the crispy Cheez-It event at Westfield Hamburg-Überseequartier.

DJ David Puentez provided the right vibes and sounds at the DJ booth to make people's visit even more enjoyable.

The proof of the pudding is in the eating: lots of people wanted to try the cheese cracker snack – much loved in the US – for themselves.

Those who wanted to linger longer at the venue could treat themselves to a drink at the bar – and of course a few Cheez-Its.

Roll up, roll up – who's next? The promotion team had a whole truckload of samples with them in both flavours: Double Cheese and Cheese & Chilli.

Golden crispiness. The snacks went like hot cakes in Hamburg.

It goes without saying that an event like this also attracted celebrities, with Evelyn Burdecki, Nic Shanker, DJ David Puentez, Gustav Schäfer and Paul Janke attracting attention and providing authentic content. The celebrities and influencers in attendance produced Instagram stories and selfies with fans live on site, sharing the event in their communities’ feeds. The result was an organic wave of user-generated content with real impact far beyond the day of the event, attracting lots of interested parties eager to try it out and join in the hustle and bustle.

Launching with impact

Successful market launches require more than just product sampling. If you’re looking to conquer the German market, we’ve got the ideal platform – with high foot-count, strong visibility and an environment that brings brands and people together. Promotions like this don’t just generate awareness, they also create emotional touchpoints that stick.

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From crunch to content creation

Launching with impact