CHEEZ-IT BRAND STRATEGY

Cheez-it is America's #1 snack cracker brand and it has a long, successful history.  The brand has had 15 years of consecutive growth and remains the leader of the snack cracker category.  Since it's creation in 1921, it's been a 1-inch by 1-inch square snack cracker made with 100% real cheese.  Our task was to breathe new life into a CPG brand that has become dormant. 

 1921

1921

 2016

2016

Cheez-it is a long time leader in this category and is right on-trend with consumer demand for new flavors and innovative snacks responding with new flavors and products such as Grooves and Zings - the brand's first departure from the original 1-inch by 1-inch square.  

Even the snacker that loves the classics and originals branches out to give these bold, innovative snacks a try.  Cheez-it could be left behind if they lose relevance to those that love this classic comfort snack. 

From defending their favorite Cheez-it flavor, to finding a "3-leaf Cheez-it" cracker, to guzzling down the box's remaining crumbs, Cheez-it has a passionate fan base that loves the irresistibly simple and comforting snack cracker.  

Strategy

Leverage the passionate community of Cheez-it fans before bold, innovative snacks steal them away. Intercept Cheez-it fans at unanticipated obstacles to drive in-store purchases and online interaction.

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Our focus groups revealed that there's a certain anticipation to getting to that Magic Salty Cheez Dust at the bottom of the Cheez-it box.  We created canisters of Cheez-it branded Magic Salty Cheez Dust for our line extension to expand the brand's real estate in the grocery store in a different aisle.