When meals cravings strike at inopportune moments, Cheez-It desires folks to embrace the chaos.
The snack model’s new marketing campaign, “Cravings Can Occur Anyplace,” leans into absurd humor to spotlight how starvation for the tacky squares can hijack any time or place.
Created by FCB New York and directed by Clay Weiner by way of Superfriends, the platform launches with three comedic spots through which a craving takes over an inconvenient situation.
In “Meet My Dad,” a daughter introduces her boyfriend to her father, however is horrified when her new companion is hypnotized by ideas of a Cheez-It as an alternative.
“Eulogy” turns a somber tribute right into a love letter to the snack, whereas “Ebook Membership” reveals a reader getting sizzling and bothered whereas misquoting a passage from a romantic novel.
The marketing campaign is designed to construct on its 2023 tagline, “Need It. Want It. Cheez-It,” and to function a launchpad for future storylines exploring uncontrollable cravings, stated Cara Tragseiler, senior model director.
“With ‘Cravings Can Occur Anyplace’, we’re doubling down on the absurd irresistibility of Cheez-It crackers,” she stated in an announcement. “The relatable moments on this marketing campaign present, in humorous methods, how the calling of a yearning for Cheez-It could possibly take over in essentially the most sudden locations.”
The problem was reminding shoppers of a beloved model that dangers fading into the background, in response to Dan Kelly, government artistic director of FCB New York. By leaning into chaotic comedy, Cheez-It goals to chop by way of the crowded snack market and maintain its crackers prime of thoughts.
“Everyone loves Cheez-It. Lots of people would put it on their Mount Rushmore of snacks,” Kelly stated in an announcement. “The issue is, they’re not at all times occupied with our tacky 1×1 inch sq.,”That’s why we wanted a brand new marketing campaign like [this] to get the model observed once more, and dig into that very actual perception of what it’s wish to have Cheez-It on the mind.”
The marketing campaign will run throughout TV, on-line video, linked TV and social media, supported by influencer, audio and brand-owned channels.
