The Drum Awards for Marketing - Extended Deadline

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By Amy Houston, Senior Reporter

February 14, 2023 | 4 min read

The Kellogg’s-owned salty snack is over a century old and hopes that this new ad will put the focus back onto super fans of the brand.

Cheez-It has today unveiled a brand-new creative campaign that is bringing the snack’s irresistible quality to the forefront. In the spot ‘Want It. Need It. Cheez-It,’ viewers see a partially dressed hungry man become a human toboggan, sliding down a snowy mountainside with his mouth wide open, ready to consume the treats before him.

“The tagline perfectly captures the fact that Cheez-It is the must-have snack that our fans want and need – so much that they’ll do almost anything to get their hands on it,” said Erin Storm, senior director of marketing at Cheez-It. “We’re excited to kick off this campaign with a spot that taps into the amusingly absurd ways fans enjoy the snacks they love.”

The work is in collaboration with long-time agency partner Leo Burnett and is the first time in years that the brand has had an overarching creative campaign dedicated to its original product.

Global executive creative director Sam Shepherd said this about the thinking behind the ad: “Since the dawn of Cheez-It, fans have shared their extreme love for the cheezy cracker in many ways. We thought it was time Cheez-It finally addressed their passion; namely the absurd lengths they will go to satisfy their obsession.

“What better way to bring the irresistibility of Cheez-It to life than asking fans, ‘Would you literally become a human-toboggan for Cheez-It?’ Spoiler alert: The answer is yes.”

Using the hashtag #WantItNeedItCheezIt, social media users will be able to follow how the campaign unfolds.

Storm concluded: "We also developed humorous social media content that will be featured on both brand and influencer platforms, as well as omnicommerce, display and other owned content, each customized per platform and live throughout 2023."

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