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

Client: Cheez-It

The UK's salty snack market had a dirty little secret: everyone's audio was boring. Generic jingles, forgettable background music, and zero innovation from established players who owned the shelves but ignored the sound opportunity. Into this audio wasteland came Cheez-It, a nobody in Britain, an American David facing down Britain's snacking Goliaths.

With HFSS restrictions looming in October 2025, most brands were about to lose their loudest marketing voices just as Cheez-It was trying to find theirs. While competitors fought over increasingly expensive eyeballs, the breakthrough realisation was that ears were completely uncontested territory.

The strategic insight went deeper than just "make a jingle." Matching audio rhythm to eating rhythm creates subconscious craving triggers. When people hear beats that mirror the "crunch-crunch-crunch" of snacking, their brains are primed for consumption.

The solution was creating music so genuinely good that people would choose to play it, making marketing their entertainment. "Crunch It. Taste It. Feel It. Cheez-It" became Britain's first genuine snack anthem—an Electronic Dance Music track enhanced with pioneering 3D audio technology through Spotify that made listeners physically feel the product through their headphones.

The audio invasion strategy treated the EDM track like a chart-topping single that happened to sell snacks. Results proved that strategic sound design drives measurable business transformation: the biggest NPD launch in large-sharing snacks in four years, substantial population reach, significant target audience awareness, and strong repeat purchase rates that smashed category averages. The campaign is future-proofed against HFSS restrictions while competitors face upcoming audio limitations.