Launching cult US snack brand Cheez-It in the UK

Client: Cheez-It

Cheez-It – the multi-million-dollar US snack brand - wanted to launch in the UK with a bang, supported by a new TV ad focussing on the powerful ‘Cheez-hit’ it gives snack lovers.

We were tasked with translating the brand’s cheeky humour and cult US status to an audience of Brits, dialling up the product’s real cheese credentials. So when we invited the UK’s biggest cheese obsessives to try our new Cheez-It crispy baked snack at a secret, cloak and dagger-style, Cheez-Masons event - drawing on cues from secret societies - it had just the right amount of absurdity to create intrigue, media coverage (over 250 pieces!) and help deliver £7.1m of product sales within the first 12 weeks, placing Cheez-It as the UK’s No 1 selling NPD in the category. Cheez to that!