To prove just how irresistible Cheez-It crackers are, and the incredible lengths fans will go for their favorite road trip snack, we built an intricately cheezy, unignorable roadside attraction in the middle of the desert – the Cheez-It Stop. We packed it with custom cheezy merch, hard-to-find Cheez-It flavors and created the World’s Only Cheez-It Pump to dispense bags of our crackers into the cars of Cheez-It lovers who made the trek.