Innovation | Branding | Design

Cheez-It

Squaring up an icon for snack innovation

The cheese fanatic’s
favorite becomes a
billion-dollar brand.

After 100 years of aisle domination, time for change

Cheez-It had managed to thrive for a century with little innovation beyond flavor variations, but given its seriously zealous fan base and expanding competition, the brand needed to evolve.

We helped them do it responsibly, developing a brand architecture and creative system that felt connected to Cheez-It’s legacy, yet capable of accommodating new sub-brands and snack innovations. Verbally and visually, we worked to preserve key equities while amplifying traits—like a quirky tone-of-voice—to evoke a more powerful brand experience.

The redesign unified and contemporized Cheez-It’s portfolio at shelf, making room for the creation of a new sub-brand: Cheez-It Grooves. The release nearly doubled its revenue goal, helping Cheez-it grow into a billion-dollar brand.

Finding its billion-dollar groove

Looking to cultural trends in food and insights from passionate snackers, we helped Cheez-It identify white-space opportunities in the market. The learnings informed our approach to concepting, naming and visualizing the Grooves sub-brand from scratch—an innovative snack experience that offers a twist on the brand’s “perfect square.”

$100 million & counting

In year 1, Grooves nearly doubled revenue goals with $70 million in sales. In year 2, it increased an additional 43%, earning a Nielsen Breakthrough Innovation Award for cutting through and sustaining growth.

“

I really love where we landed—the brand is simple, has great appetite appeal and heroes the Grooves positioning.

ANDREW LORDEN

SENIOR BRAND MANAGER, CHEEZ-IT, THE KELLOGG COMPANY

Innovation | Branding | Design

Cheez-It

The cheese fanatic’s
favorite becomes a
billion-dollar brand.

After 100 years of aisle domination, time for change

Finding its billion-dollar groove

I really love where we landed—the brand is simple, has great appetite appeal and heroes the Grooves positioning.

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Innovation Platforms

Have a challenge? We’re all ears.
Let’s talk about how we can partner.

Have a challenge? We’re all ears.
Let’s talk about how we can partner.

Have a challenge? We’re all ears.
Let’s talk about how we can partner.

Have a challenge? We’re all ears.
Let’s talk about how we can partner.

Innovation | Branding | Design

Cheez-It

The cheese fanatic’s favorite becomes a billion-dollar brand. corner-left-box

After 100 years of aisle domination, time for change

Finding its billion-dollar groove

I really love where we landed—the brand is simple, has great appetite appeal and heroes the Grooves positioning.

Get LPK in Your Inbox

FIND YOURSELF HERE.

Subscribe

CPG Brand Workshops

Desires Workshop

Desires Canvas

Innovation Platforms

Have a challenge? We’re all ears. Let’s talk about how we can partner.

Have a challenge? We’re all ears. Let’s talk about how we can partner.

Have a challenge? We’re all ears. Let’s talk about how we can partner.

Have a challenge? We’re all ears. Let’s talk about how we can partner.

The cheese fanatic’s
favorite becomes a
billion-dollar brand.

Have a challenge? We’re all ears.
Let’s talk about how we can partner.

Have a challenge? We’re all ears.
Let’s talk about how we can partner.

Have a challenge? We’re all ears.
Let’s talk about how we can partner.

Have a challenge? We’re all ears.
Let’s talk about how we can partner.