Big Americans presents The Ultimate Cheat

Gaming culture has always embraced the art of the cheat. From classic cheatcodes to creative exploits that give players an edge. But there’s another type of cheating that resonates just as deeply: the food cheat day. Both represent the same fundamental human desire to break the rules, indulge, and treat yourself to something special.

In gaming, a cheat gives you an unfair advantage that makes the experience more enjoyable. On a cheat day, you abandon dietary restrictions for the pure pleasure of indulgence. The connection is natural: both are about giving yourself permission to break the normal rules for maximum satisfaction. And what represents the ultimate cheat day food better than pizza? Dr. Oetker’s Big Americans understands that like no other.

The Campaign in Action

The centerpiece of this campaign revolves around an entertaining prank that embodies the good spirited nature of cheating. When content creator Egbert challenged his streamer friend Morrog to a football game, nobody expected the dramatic turnaround that followed. The video above and the resulting shorts were used as sponsored video assets on YouTube, Instagram, TikTok and other social channels.

Expanding the Cheat Day Experience

Beyond the main prank, Egbert takes the campaign to the streets with Big Gaming Confessions, a series capturing spontaneous and hilarious stories about cheating in games, shot in front of Dutch Comic-Con. In a specially designed Big Gaming Confessions Booth, gamers share their most creative cheat moments, biggest blunders, and their favorite cheat day foods. The conversations naturally flow between gaming cheats and food indulgences, because to gamers, both represent the same rebellious spirit of treating yourself.

Each confession session is rewarded with a Big Americans slice, creating the perfect moment where gaming cheat stories meet cheat day rewards. It’s a tangible demonstration that whether you’re cheating in-game or cheating on your diet, the end result should always be more enjoyment.

The Perfect Gaming Partnership

Big Americans becomes the perfect gaming companion because it represents the food equivalent of your favorite cheat code:  it’s unapologetically indulgent, satisfying, and designed for those moments when you want to break the rules and enjoy yourself completely.

Whether you’re secretly having a pro gamer take over your controller or openly declaring today a cheat day with a Big Americans pizza, both actions share the same spirit: life’s too short not to cheat a little when it makes things more fun.

Because sometimes cheating is exactly what you need. And who understands that like no other? Big Americans – Big cheat day, Big Americans!