SURRENDER TO THE CRAVING
When cheese hits your brain, make sure it spells Cheez-It
Cheez-It is beloved, but not always top of mind. When the cheese craving strikes, it’s brands like Doritos or Cheetos that show up first. Why? Because they’re baked into pop culture. Cheez-It wasn’t playing the same game.
THE CHALLENGE
We didn’t just chase attention. We made desire the strategy.
Our insight: Impulse wins. Snackers don’t overthink cravings; they give in to them. So we leaned into the truth that desire makes us do absurdly impulsive things, even when our brains say no.
our approach
WHAT HAPPENED?
We launched a new chapter of Want It. Need It. Cheez-It. A platform built to trigger desire and ride the wave of impulse. No more waiting to be chosen.
By fully embracing the absurd pull of the craving, we gave the brand permission to be instantly present the moment the impulse hits. Craving strikes. Cheez-It answers.