New Cheez-It campaign turns everyday moments into snack attacks

Cheez-It, the bite-sized cheesy cracker brand owned by Kellanova, is rolling out a new creative platform, Cravings Can Happen Anywhere, with a comedic campaign from FCB New York. The work builds on the 2023 tagline Want It. Need It. Cheez-It., focusing on the brand’s positioning around what it calls absurd irresistibility.

The campaign highlights the all-consuming nature of cravings, showing how they can disrupt everyday moments. Films directed by Clay Weiner of Superfriends depict sudden urges for Cheez-It crackers derailing situations such as a book club reading, meeting a partner’s father, or delivering a eulogy.

Dan Kelly, executive creative director, FCB New York: "Everybody knows Cheez-It. Everybody loves Cheez-It. A lot of people would put it on their Mount Rushmore of snacks. The problem is, they’re not always thinking about our cheesy 1x1 inch square. So, when we’re a cheesy, salty snack stuck in the cracker aisle away from the rest of the highly competitive salty snacks, we can easily be passed by. That’s why we needed a new campaign like Cravings Can Happen Anywhere to get the brand noticed again, and dig into that very real insight of what it’s like to have Cheez-It on the brain. Because people know when those cravings happen, nothing quite hits like Cheez-It crackers."

Cara Tragseiler, senior brand director, Cheez-It: "With Cravings Can Happen Anywhere, we’re doubling down on the absurd irresistibility of Cheez-It crackers we established with the launch of Want It. Need It. Cheez-It. The relatable moments in this campaign show in humorous ways how the calling of a craving for Cheez-It can take over in the most unexpected places. Stay tuned to see more ways Cheez-It cravings will pop up soon."

The campaign runs across TV, connected TV, online video, and social platforms starting in September. Additional support will come through influencer partnerships, audio channels, and the brand’s owned media.

www.cheezit.com

Follow Marketing Report on LinkedIn