CHEEZ-IT
CHEEZ-IT
Cheez-It Grooves are a crunchy snack that mix the cheesy taste of Cheez-It crackers with the crispy feel of chips. They were created by Kellanova to address consumer trends towards light, textured & bold chip-like snacks. Their thin, ridged shape makes them perfect for snacking.
The submission below was apart of an IMC case-competition within the Kelley School of Business. Over 30 groups submitted, and the finalists presented to a board of judges consisting of Kellanova Brand Executives, the Cheez-it team, as well as creative directors & strategists at various agencies.
Under tight deadlines, our team chose to focus on strategy rather than creative. Making it to the final round & receiving an 87.5% would-hire rate among the judges.
“Crunch Time Redefined”
Truth: Kellanova spent years marketing Cheez-it Grooves to Gen-Z males under the false narrative that cheese-fingered “gamers” were the target audience for the product. Come to find out, it was mom who was doing the late-nite munching.
Strategy: Utilize Kellanova’s newfound data to identify insights within the new target, women 35-64. Create an integrated marketing campaign plan based on those insights.
87.5% hire-rate
among Kellanova brand executives who judged the case.