Culver's Distributes Free Cheese Curds at Memorial Union

The restaurant chain celebrates National Cheese Curd Day with a giveaway event at the university.

Updated on Oct. 15, 2026 in Food and Drink

Bold vector editorial illustration of a paper container of fried cheese curds on a wooden surface, evoking a campus food event. — Culver's is handing out free cheese curds at Madison's Memorial Union today to celebrate the company's annual Curdtoberfest promotion. AI Illustration. Upload story photo >

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Culver's is handing out free cheese curds at Memorial Union in Madison today to mark National Cheese Curd Day. This giveaway is a highlight of the company's month-long Curdtoberfest celebration.

Why it matters

The event strengthens the brand's long-standing connection to local campus culture and athletic programs. It serves as a promotional milestone for the chain's signature snack during its dedicated annual holiday.

Culver's sells 40 million cheese curds annually and established National Cheese Curd Day in 2015. The chain maintains a 25-year partnership with Wisconsin Athletics.

The players

Culver's

This fast-casual restaurant chain is headquartered in Wisconsin and is widely known for its butterburgers and deep-fried cheese curds.

Wisconsin Athletics

The athletic department oversees all varsity sports teams at the University of Wisconsin-Madison.

The details

Culver's has teamed up with Wisconsin Athletics to host this activation, which features appearances by various student-athletes. The event invites the community to participate in the ongoing Curdtoberfest festivities.

National Cheese Curd Day was first created in 2015.
The giveaway takes place on October 15, 2026.
Free curds are available from 2pm to 6pm.

Industry Dynamics

Brands increasingly leverage specific food-themed holidays to deepen consumer loyalty and boost awareness through localized activations. These events allow companies to mirror wider retail trends that favor experiential marketing over traditional advertising.

Students and residents in the Madison area can access the free snacks by visiting the Memorial Union site during the designated afternoon window. This provides a direct opportunity for fans to sample the product while interacting with athletes associated with the brand.

The takeaway

Culver's successful branding strategy highlights how companies can maintain strong regional relevance through long-term athletic partnerships. Consumers looking for similar promotions should monitor brand social media accounts during industry-specific holiday months.