When a crispy new snack’s popularity leads to fears of a possible cheese shortage, extreme measures must be taken to keep it safe. Like, underground-bunker safe.

So that’s exactly what we did: construct a bunker in New York City, stuff it with as many bags of Cheez-It SNAP’d as we could, and challenge the most hardcore Cheez-It fans to find it. We created a national scavenger hunt and pushed it out via social media, enticing people to follow the clues and uncover the hidden stash.

One lucky fan from the Upper East Side won it all, along with the challenge of fitting a year’s worth of snacks into her 400-square-foot apartment.

Everyone from AdWeek and Vox to Food & Wine covered the activation, helping us obliterate our media goals.