Kellanova Cheez-It: Aged by audio

Cheez-It, a snacking brand, partnered with Pandora in the US to invent Aged-by-Audio, the first-ever sonically-aged snack that harnessed hip-hop, to spark a national conversation around real cheese, engage millennial snackers and fuel positive sentiment and consumer obsession.

Summary

95% of Americans are obsessed with cheese. That's why the Salty Snack category is dominated by cheese snacks. But just because Americans love cheese doesn't mean they know how to recognize it. The category is led by icons like Doritos and Cheetos with celebrity endorsements, game packs and even Bad Bunny. But very few are made with real cheese.

That's where Cheez-It comes in. Cheez-It is made with 100% real cheese. Problem is, most don't find this differentiator exciting.

We needed to turn this differentiator into something compelling enough to drive immediate desire in an entertainment-obsessed category.

Turns out,...

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