Cheez-It

Squaring up an icon for snack innovation
Cheez-It

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

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

Get LPK in Your Inbox

 

FIND YOURSELF HERE.

We are a coveted brand and innovation consultancy. A collective of curious minds and creative souls. But this is not simply a place. It’s a direction; a movement pointed ever forward. Here, each of us leads by doing. We inspire our fellow specialists, but also our clients and industry colleagues. The work we create means something and makes something: makes minds change. Makes needles move. Makes watershed moments.

You are different here, and you’ll keep on changing. You will grow here. You will be smart, brave, closer to the truth.

And your transformation will also be ours—a progression paved by following your deepest passions and wildest ideas.

Because here, you own a piece of what happens next. Here, we’re united in the belief that LPK is never finished. We are ravenous for the new, the emerging, the uncharted. We know what we hold sacred. And clinging to that, we charge ahead.

Return to Careers page

Digital Round Table: New Brands for Emerging Categories

 

Digital Round Table: Harnessing Desires to Build Better Brands

 

Online & In-Store Proto-Selling

 

Experiment Canvas

 

Roadblocks to Innovation

 

CPG Brand Workshops

 

Digital Insights

 

Foresight

 

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.

 

We use cookies. By continuing we’ll assume you accept the terms of our privacy policy.