On the morning of Dec. 29, a pair of football players -- one from Oklahoma and the other from Florida State -- will post messages to their social media accounts while surrounded by fake cheese throw pillows and cracker-inspired interior design. They'll let followers know that, much like an anthropomorphized, excited wheel of cheddar wearing shoulder pads in a long-running television commercial, they have woken up "feeling the cheesiest." The folks at Kellogg's will pay them to do so.
Later that evening, the two players, who have not yet been publicly identified, will join their teammates to play in the Cheez-It Bowl in Orlando, Florida.