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See inside Cheez-It's NYC nightclub - complete with a cracker-shaped Disco Cube. The snack brand served Cheez-It-infused cocktails and bar bites during the three-night event. NEW YORK - Open for one weekend only, from Oct. 9-11 in New York City's East Village neighborhood, Studio Cheez invited hungry partygoers to try creative cocktail creations including the Cheez-Tini, along with over-the-top snacks. To bring the quirky experience to life, Weber Shandwick partnered with experiential production agency Trigger(House to create a genuine, high-energy venue space rather than a branded pop-up. The agency collaborated closely with Kellanova, the company that owns the Cheez-It brand, to blend authentic nightlife design elements (as well as a 2 a.m. closing time) with playful brand storytelling. That included the Cheez-It Grooves Room with a light-up dance floor and a giant Cheez-It disco cube, as well as the first-ever Cheez-It tap where guests could pour out some crackers ala a beer tap. "The inspiration for this program was the launch of our latest creative platform, 'Cravings Can Happen Anywhere,' which Studio Cheez answers in real life," explained Cara Tragseiler, senior brand director for Cheez-It. "Cravings tend to hit their peak in the late hours of the night. So Cheez-It opened this snack-centric nightclub to meet fans where their snacking needs strike, and to turn that moment into something even more irresistible with an experience that doesn't just satisfy late-night cravings, but celebrates them," she added. Similar to last summer's Cheez-In Diner in Woodstock, N.Y., where fans could get a vanilla milkshake blended with Cheez-It crackers and cheesecake with a Cheez-It cracker pie crust, the nightclub served up clever takes on the snack crackers including a Cheezy Bite Flight (crackers topped with accoutrements including hummus and caviar); buffalo chicken dip spiked with Cheez-It Buffalo Wing cracker seasoning, topped with a Cheez-It Hot & Spicy cracker crumble and served with Cheez-It Snap'd Extra Crunchy Sharp White Cheddar chips; and a savory pastry baked with Cheez-It Original crackers and Cheez-It Extra Cheesy seasoning and filled with whipped goat cheese and cranberry. (Cheez-It lovers can also recreate some of these recipes at home via the brand's website.) The brand also hosted the Cheez-It Stop along the Twentynine Palms Highway in the Southern California desert in 2023. It featured the "World's First and Only Cheez-It Pump" that literally pumped a stream of Cheez-It bags right into car windows. "After Cheez-It Stop in 2023 and Cheez-In Diner in 2024, Studio Cheez is the latest expression of how we can show up in ways that feel authentic, playful, and distinctively Cheez-It," Tragseiler said. This year's cheesy activation was hosted at Virgo, an iconic East Village hotspot. "The space already screamed 'Cheez-It' with cracker-shaped furniture, bold design, and a nostalgic-meets-modern edge that perfectly matched the Studio Cheez vibe," Tragseiler said. Guests could also reserve VICheez tables at the door on a first-come, first-served basis, and there was Poppin' Boxes service, which included a choice of wine or a spirit and a box of Cheez-It crackers, complete with the usual sparkler fanfare. The experience, which was free and open to the public, "had lines going as long as three blocks when we opened our doors, with over 2,200 visitors coming through, which was double the expected number of attendees," Tragseiler said. Plus, the launch post was shared 44,000 times, 10 times the brand's average social share rate on Instagram, she added. There were also calls from fans to bring the activation to locations across the country including Los Angeles, Florida, Chicago, Philadelphia, and more. VENDORS Experiential Production: Trigger(House Disco Cube Creator: Lina Shamoon Merch: Harper + Scott Photography and Videography: Motion Bazaar, Cameron Gilson Printing: DOOT PR: Weber Shandwick Venue: Virgo Keep scrolling to see more from inside Studio Cheez...

Weber Shandwick strengthens Africa leadership with Roberta Makhambeni promotion. Weber Shandwick is proud to announce the recent appointment of Roberta Makhambeni to Senior Vice President: Client Experience in the Africa region. In her new role, Makhambeni joins the senior leadership team and assumes the lead role of the agency's public sector practice in Africa. With nearly 30 years of experience, Makhambeni has worked in both agency and client environments, across public and private sector institutions. Her tenure at Weber Shandwick began three years ago in the role of Vice President, where she was instrumental in leading key accounts in the public sector, social impact, and corporate portfolios. 'This promotion is well-deserved and could not have come at a better time for our business across the African continent. Firstly, the acknowledgement of excellence within our business and the commensurate recognition is a culture we are deeply proud of. We are invested in the continuous development of our talent and to promote from within is an expression of that commitment,' said Larry Khumalo-MacArthur, Managing Director and Market Lead for Weber Shandwick in Africa. 'Roberta is a seasoned consultant. She has had a storied career and, over time, has finessed an acumen that is especially urgent in this moment where the needs of the public sector are evolving, demanding foresight and trust-driven partnerships. She will continue to be a steady hand to our client partners as they navigate the complexity of doing business today,' continued Khumalo-MacArthur." Makhambeni remains in Johannesburg, South Africa, delivering across multiple markets in Africa. 'I am honoured to step into this role at a pivotal time for our industry, where client needs and audience engagement are rapidly evolving. My focus is on delivering meaningful, results-driven solutions that exceed our client partners' ambitions. I look forward to working with our teams and partners to redefine excellence in our discipline and in our industry,' noted Makhambeni. Makhambeni began her career at Sun International in 1999, before joining FCB Redline, where she managed portfolios with clients such as Siemens and SoftSheen-Carson Dark & Lovely. She later transitioned to the public sector, serving as Media Liaison for the North West Provincial Legislature and Director of Communications for the Department of Public Works, Roads and Transport, where she built expertise in strategic and impactful communications.