BLACK DIAMOND CHEESTRINGS received 1k trading offers from fans vying for a single slice of the snack food

Black Diamond, the maker of Cheestrings snack food, peeled off a tasty stunt that yielded a bellyful of media coverage in early August. The brand wanted people to recall the happiness they felt as school kids swapping items from their lunch sacks for tastier treats that classmates’ parents had packed. So Black Diamond hired an actor to play a wheeler-dealer trader in possession of a single slice of the coveted snack food and listed his phone number on a Toronto billboard. 

The billboard copy read: “FOR TRADE: One Cheestring. Accepting trades for one Cheestring. Marble flavor. Still in original packaging. No lowballs. I know what I have….” That was on Aug. 2. By Aug. 5, Black Diamond had fielded over a thousand offers from Cheestring lovers willing to trade possessions ranging from adorable pets to even a luxury yacht.