Cheez-It has been appointed the official snack partner of the Edinburgh Festival Fringe 2026, marking a significant step in the brand’s UK expansion. The savory snack brand stated that the partnership represents the latest phase of its growth strategy within the region. This announcement follows the product’s launch into 3.4 million households and a reported repeat purchase rate of 52 per cent. The brand was also recently named Product of the Year 2026 in the cheesy crisps and snacks category, adding to its momentum ahead of the festival.
New Comedy Award Launches
As part of the collaboration, Cheez-It has introduced the inaugural Cheeziest Joke of the Fringe award. Performers were invited to submit one-liners to a panel of comedy experts. From these submissions, five finalists have progressed to a public vote. Voting remains open until August 13, allowing audiences to participate in the selection process.
The winning comedian will receive a £1,000 cash prize. In addition to the money, the recipient will gain promotional exposure at the start of their Fringe run. This type of visibility is highly sought after during the busy festival period.
Related: Meat Inflation Declines in July
This pivot to experiential marketing represents a distinct evolution from the brand’s previous retail-focused activities. While the earlier Co-op campaign relied on point-of-sale donations to generate goodwill, the current strategy attempts to create a proprietary cultural moment. By owning a specific award category rather than just sponsoring a stage, the brand seeks a deeper association with the festival’s identity.
Cheez-It will distribute samples during the festival’s opening week. The activity will take place across Edinburgh’s Royal Mile and The Mound. These locations are central to the festival’s foot traffic and offer high visibility for the brand.
Expanding Retail Presence
Products will be available to buy throughout the event. Consumers can find them at the Fringe Shop, the Mound Food and Drink Village and also at selected venues. The products will be available to buy throughout the event at the Fringe Shop, the Mound Food and Drink Village and additionally at selected venues.
Related: Waitrose reports huge sales jump at holiday resorts
Rui Frias, senior marketing manager at Cheez-It, discussed the alignment between the product and the event. “In our opinion, the best companion to a cheesy snack is a cheesy laugh,” he said. “That’s why we’re proud to be the official snack partner of the Edinburgh Festival Fringe. It aligns perfectly with our brand’s commitment to comedy and dealing in laughs.”
Frias addressed the business strategy behind the move. “We’ve seen fantastic momentum behind Cheez-It over the last year, and the challenge now is sustaining that momentum,” he added. He noted that investing in experiences like the Edinburgh Fringe helps the brand reach new shoppers authentically. It gives existing fans another reason to engage beyond the supermarket aisle.
The deal builds on Cheez-It’s earlier partnership with Co-op. That collaboration raised £10,000 for the 2026 Keep it Fringe Fund. Under the terms of the promotion, 25p from every participating 40g pack sold across Co-op stores was donated. The funds were used to support emerging performers appearing at this year’s festival.
