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Lilia Arroyo-Flores, Executive Vice President, Planning Joshua Baze, Executive Vice President, Planning & Strategy Herschel Kissinger, Copywriter Laura Kowalski, Senior Vice President, Strategic Planning Director Steven Slivka, Chief Creative Officer Sarah Swenson, Art Director Aaron Noffsinger, Executive Vice President, Group Creative Director Kevin Ryan, Senior Content Creator Erica Sarakaitis, Senior Vice President, Director of Client Service Juliana Karber, Account Executive Christine Zinker, Vice President, Account Director Gabby Toro-Rosa, Media Executive Sarah Smith, Senior Account Supervisor Luke Crawford, Producer Renee Mailhiot, Senior Media Supervisor Celina West, Associate Producer Katie Walker, Senior Vice President, Head of Production Laura Feeney, Senior Production Business Affairs Manager Mary Dowling, Vice President, Project Director
Starcom
SUMMARY
Over the years, Cheez-It shifted its focus from supporting the Base business and highlighting its 100% Real Cheese claim to promoting innovation and new products. This strategy drove the overall business, however Base performance suffered.
We needed to get people talking about the Cheez-It brand and return momentum to its 100% Real Cheese claim. And in order to breakthrough, we had to create an idea that was as unexpected and absurdly satisfying as the brand itself.
So, we made the ultimate snack pack for grown-ups: Wine + Cheez-It.
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Hero Medium: PR
Medium Featured On Video: BRANDED CONTENT,ECOMMERCE,PR,PRODUCT DESIGN,SOCIAL MEDIA,USER GENERATED