Crunch It, Taste It, Feel It, Cheez-It

Client: Cheez-It

The UK's salty snack market is brutal—dominated by giants with fanatically loyal customers who'd rather starve than switch brands. In this entrenched landscape, Cheez-It was nobody in Britain, an American David facing down Britain's snacking Goliaths. With HFSS restrictions hitting October 2025, there was limited time to build unshakeable brand love before advertising gets seriously restricted.

We had three ambitious objectives: disrupt the category, establish major player status, and achieve substantial household penetration. The core challenge? Convincing Brits to abandon beloved crisps for the "new thin and crispy snack" in a market that doesn't forgive newcomers.

The creative breakthrough was "Cheez-Hit? Cheez-It!"—the insight that the brand name was hiding the perfect creative platform in plain sight. Instead of explaining what Cheez-It was, they made the name itself the promise. Strategic creative thinking that turned the biggest challenge (unknown brand) into the biggest asset (unforgettable brand promise).

The creative execution brought this platform to life through spiralling hypnotic eyes, dynamic wave graphics, rhythmic brand chanting, and an addictive EDM soundtrack. A three-pronged creative invasion followed: impossible-to-ignore placements everywhere that mattered, cryptic teasers that turned FOMO into marketing strategy, and an Electronic Dance Music track enhanced with 3D audio technology.

Results exceeded all objectives: biggest NPD launch in large-sharing snacks in four years, substantial brand penetration in just five months, strong repeat purchase rates demolishing category benchmarks, and significant positive social sentiment. Bold creativity demolished barriers entirely, turning an unknown American import into Britain's new snack obsession.