What we did

We sent out a rallying call to every retailer in the land to Stock it, Sell it, Cheez-It!​

And we made sure the message was seen (and heard) at every point of the customer journey​.

We kicked things off with an exclusive launch event for trade journalists, influential retailers and representatives from the leading trade bodies. Here they tasted the product, learned about the brand strategy and were given the lowdown on the latest snack category insights​.

Editorial coverage was later supported with a high impact trade press campaign which directed retailers to stockitcheezit.com, a bespoke retailer facing website, where visitors can get the low down on range information, find wholesale stockists and order stunning Cheez-It POS.

We also armed the sales force with powerful sales tools and presenters that helped get the Cheez-it message to over 20,000 store owners​.

And 3,000 buyers across all channels including key environments such as food service and route to market, received our Cheez-It Boom Boxes. These boxes contained product samples, information, and a sound chip that played the above-the-line jingle, 'Crunch It, Taste It, Feel It, Cheez-It,' upon opening.

The Cheez-It message continued onto the wholesale depot floor with eye catching POS and product displays. And we drove retailer advocacy by bringing the good times and Cheez-it track to local communities with a cheesy one-of-a-kind brand experience, including sampling, instore DJ’s, full store branding and a celebrity face or two!