The iconic cracker brand is bringing its new Cheez-It® Couch Committee campaign to life with a one-of-a-kind game day experience for fans, featuring legendary collegiate QB Chase Daniel

THE LINEUP:

• This season, Cheez-It® is bringing to life its all-new Cheez-It Couch Committee ad campaign by introducing the custom rentable Cheez-It couch for tailgating.
• Cheez-It is partnering with collegiate football legend and current sports analyst Chase Daniel to join one lucky fan and their own committee on the Cheez-It shaped couch this fall.
• From Sept. 21 through Oct. 5, fans can visit www.cheezit.com/couchcommittee and submit an entry for a chance to secure their spot on the couch.

CHICAGO, Sept. 21, 2026 /PRNewswire/ — For almost a decade, Cheez-It® has shown up big in college football – from being an official sponsor of the College Football Playoff, to spearheading attention-commanding moments at the Cheez-It Bowl and Cheez-It Citrus Bowl – always bringing the energy with its beloved mascots, locker room chants and tailgate celebrations. This season, Cheez-It is leaning further into the intersection of college football and snacking with its all-new campaign: Cheez-It Couch Committee.

The new ad spots feature a committee of fans and armchair analysts gathered on a one-of-a-kind Cheez-It-shaped couch, perfect for tackling the season’s hottest game day topics while snacking on Cheez-It crackers.  This campaign features nationwide commercials and an IRL Couch Committee experience and was born from a universal fan truth: the best seat for the game is often your own couch, surrounded by friends (AKA your own “Couch Committee”), hot takes and snacks.

Fans have spent many college football Saturdays snacking with Cheez-It crackers, but what about spending game day sitting IN a Cheez-It cracker? To celebrate college football fans and those that form their couch committees, Cheez-It is introducing a chance to rent the custom Cheez-It couch – the same one from the commercials – where fans can gather and snack as part of an amped-up game day experience.

As part of the ultimate Couch Committee experience, Cheez-It is partnering with Chase Daniel, one of football’s most recognizable backup QBs and a seasoned football analyst. Daniel will introduce the Cheez-It Couch Committee game day opportunity and join the lucky renter and their crew as part of a cheezified college football tailgate later this season.

“I’ve spent a lot of Saturdays playing and talking about football, so getting to do it from a giant Cheez-It couch with fans sounds like a pretty great way to spend game day,” said Chase Daniel. “I’m excited to host the lucky winner and their friends at a tailgate this season and put their football knowledge to the test. We’ll have plenty to talk about and plenty of Cheez-It crackers to snack on.”

“As a brand steeped in college football culture for almost a decade, we saw an opportunity to bring fans even closer to the game day conversation,” said Nicole Sorensen, VP of Marketing for Cheez-It. “We’re giving fans a chance to join the fun and do what they already love on Saturdays – sit around talking football, debating hot takes and snacking on Cheez-It crackers – now on a much bigger, cheezier couch.”

Now’s the time to get off the sideline and get onto the Cheez-It Couch Committee. One lucky fan and their friends will have the chance to rent the prestigious Cheez-It inspired orange leather sectional from the commercials, for the price of a box of Cheez-It crackers.*

• How to Enter: Fans can visit www.cheezit.com/couchcommittee and submit an entry for a chance to secure a spot for their committee on the Cheez-It couch.
• The Prize: A winner and up to five guests will get to enjoy the Cheez-It couch rental** as part of the ultimate cheezified college football tailgate this fall. During the tailgate, they’ll get a dedicated 30-minute meet-and-greet with Chase Daniel, premium photo-ops, autographs, and all the Cheez-It crackers they desire for game day snacking.
• The Entry Window: The entry form officially opens on Sept. 21 at 9 a.m. ET and will run through Oct. 5 at 11:59 p.m. ET

Satisfy game day cravings and visit CheezIt.com/couchcommittee to learn more about this collaboration. Be sure to follow @CheezIt on your favorite social media platforms to keep up with the latest news.

*NO PURCHASE NECESSARY. Open to eligible U.S. residents, 18+. Promotion begins 9/21/26 at 9:00 a.m. ET and ends 10/5/26 at 11:59 p.m. ET. See Official Rules at www.cheezit.com/couchcommitteerules for eligibility restrictions, entry instructions, prize details and complete terms and conditions.

**Rental fee to be compensated; no cost to winner.

ABOUT MARS, INCORPORATED
Mars, Incorporated is driven by the belief that the world we want tomorrow starts with how we do business today. Based on combined Mars and Kellanova 2025 net sales, we are now a $65bn+ family-owned business, with a diverse portfolio of quality snacking and food products that delight millions of people every day, and leading pet care products and veterinary services that support pets all around the world. We produce some of the world’s best-loved brands including ROYAL CANIN®, PEDIGREE®, WHISKAS®, CESAR®, M&M’S®, SNICKERS®, EXTRA®, Pringles®, Cheez-It®, and BEN’S ORIGINAL™. Our international networks of pet hospitals, including BANFIELD™, BLUEPEARL™, VCA™ and ANICURA™ span preventive, general, specialty, and emergency veterinary care, and our global veterinary diagnostics business ANTECH® offers breakthrough capabilities in pet diagnostics. The Mars Five Principles — Quality, Responsibility, Mutuality, Efficiency and Freedom — inspire our approximately 170,000 Associates to act every day to help create a better world for people, pets and the planet.

For more information about Mars, please visit www.mars.com. Join us on Facebook, Instagram, LinkedIn and YouTube.

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