The cheese fanatic’s
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.”
I really love where we landed—the brand is simple, has great appetite appeal and heroes the Grooves positioning.
SENIOR BRAND MANAGER, CHEEZ-IT, THE KELLOGG COMPANY