Cheez-It® Rewrites The Playbook With New Fan Experience Featuring Fanimatronic, Cheering Cheese Wheels At 2020 Cheez-It Bowl
Fans can design a personalized Cheez-It Wheel Live Fan avatar to share on social and may see their design jumping, dancing and cheering in the stands at this year's game
  • Cheezit-Twitter-Launch-Video

BATTLE CREEK, Mich., Dec. 9, 2020 /PRNewswire/ -- College football season may look a little different this year, but Cheez-It® has a new way to cheer during the 2020 Cheez-It Bowl with an absurdly cheese-fueled way to celebrate at home and at the game. Enter: Wheel Live Fans. That's right, Cheez-It is turning real life fans into 'Wheel Live Fans.'

On game day, Cheez-It is celebrating football fans and its iconic wheel of cheese seen throughout the season in ad breaks by installing hundreds of animatronic and fixed cheese wheels in the end zones of Camping World Stadium who will spin and celebrate. With prime seating in the stands behind both goal lines, the Cheez-It 'Wheel Live Fans' will be visible to fans watching at home and at the stadium throughout the entire game.

Fans can build their own Cheez-It 'Wheel Live Fan' avatar on and tune in to the 2020 Cheez-It Bowl on December 29 to see if their cheesy doppelganger made it into the stands. While limited stadium seating is still available, the 'Wheel Live Fans' will create an energy in the stadium that is unmistakable.

"After the success of last year's two-story Cheez-It Box Seats, we knew we had to find a way to bring the excitement of the being in the stands of the Cheez-It Bowl to fans watching from home," said Jeff Delonis, Senior Director of Marketing for Cheez-It. "We also knew that cardboard cutouts and LED screens weren't going to cut it for a bowl game like no other. The Cheez-It 'Wheel Live Fans' take team spirit to the next level and give every football fan the chance to represent themselves no matter where they're watching." 


It's the moment you didn't know you were waiting for: It's time to turn yourself into a jumping, cheering, spinning wheel of cheese!

  • Join the cheesy fun by designing and accessorizing your own Cheez-It Wheel Live Fan avatar at
  • Deck out your virtual wheel for game day with hats, glasses, scarves and other regalia — and then share them on social to show your Cheez-It Bowl team pride.
  • Using fan-inspired designs, Cheez-It will install cheese wheels that jump, dance and spin in the end zones. Tune in for the 2020 Cheez-It Bowl December 29 on ESPN to see if your personalized wheel made it into the stands.
  • On game day, fans can jump into the cheesy fun on Twitter, where the Cheez-It Wheel Live Fans' movements and celebrations will be controlled via fan suggestions. All fans need to do is share what they want the wheels to do using designated team hashtags. The hashtags will be announced on social media shortly after the Cheez-It Bowl teams have been selected.

Go to now to create your own Cheez-It Wheel Live Fan, share them on social and tune in to the Cheez-It Bowl on Tuesday, December 29 at 5:30 p.m. EST on ESPN to see if yours made it to the game. For more updates on the Cheez-It Bowl and Wheel Live Fans, follow Cheez-It on Twitter, Instagram and Facebook and check for bowl-specific updates on TwitterInstagram and Facebook.

Whether you're watching the Cheez-It Bowl or any other bowl season game, don't forget that Cheez-It offers a cheesy, crunchy satisfaction that is guaranteed to be a crowd pleaser and an essential part of any game day.

About Kellogg Company

At Kellogg Company (NYSE: K), we strive to enrich and delight the world through foods and brands that matter. Our beloved brands include Pringles®, Cheez-It®, Special K®, Kellogg's Frosted Flakes®, Pop-Tarts®, Kellogg's Corn Flakes®, Rice Krispies®, Eggo®, Mini-Wheats®, Kashi®, RXBAR®, MorningStar Farms® and more. Net sales in 2019 were approximately $13.6 billion, comprised principally of snacks and convenience foods like cereal and frozen foods. Kellogg brands are beloved in markets around the world. We are also a company with Heart & Soul, committed to creating Better Days for 3 billion people by the end of 2030 through our Kellogg's® Better Days global purpose platform. Visit or


SOURCE Kellogg Company

For further information: Kellogg's Media Hotline, (269) 961-3799; Weber Shandwick, Lauren Myefski, (312) 988-2162,