Cheez-It Snap'd: Cheese Shortage Concern

Chris Harder

Savoury snack brand Cheez-It created a cheese shortage concern across stream-worthy media to promote the launch of its new product in the US.

Campaign details

Brand: Cheez-It Snap'dBrand owner: Kellogg'sLead agencies: Starcom, Leo BurnettContributing agencies: On Board Experiential, Edelman, HaygarthMarket: United StatesIndustries: Online video, Outdoor, out-of-home, Product sampling, Public relations, Social mediaMedia channels: Savoury snacks, potato chipsBudget: 10 - 20 million

Executive summary

Savoury snack brand Cheez-It was launching a new snacking experience in the US: Cheez-It Snap'd, a super-thin, crispy and munchable snack with real cheese inside and out, for big cheese flavour. The challenge was to capture sales for Cheez-It Snap'd at a rate akin to the...

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