A Year’s Supply of Cheez-Its Is Hidden in a Bunker. Can You Decipher the Clues to Find It?

The brand will be tweeting hints on the stash's location

All this and more could be yours, if you look hard enough. Cheez-It

Cheez-It has launched a digital scavenger hunt for fans to find a year’s worth of its new Cheez-It Snap’d products.

Perhaps a bit cheekily, the brand’s marketers say the stash was a necessary move after the product line was snapped up by shoppers.

“Our fans love a great snack, and Cheez-It Snap’d offers them a completely new experience,” says Jeff Delonis, senior director of marketing for Cheez-It. “After seeing the snack fly off shelves, we wanted to ensure Cheez-It Snap’d were kept safe for our biggest cheese-loving fans.”

Hidden somewhere in the United States are 365 bags of four flavors (Jalapeño Jack, Cheddar Sour Cream & Onion, Double Cheese, and White Cheddar & Bacon), of the thin, crisp snacks, or one bag a day. This could be the perfect scavenger hunt for doomsday preppers and Keto dieters (kind of) alike.

Beginning this week, clues are being posted to Twitter using the tag #SnapdSearch for scavenger hunters to follow.
According to the brand, “hints will be dropped four times next week, including on the Cheez-It Twitter and also in person near the location of the bunker.” The bags might be anywhere from “a cheese cave, an old cellar or a retired subway tunnel.”

Amy Corr is a contributor to Adweek.