Cheez-It promotes back-to-school confidence with Recess Therapy social series

Since 2021, the videos have gained popularity for the cuteness and often frank honesty of the 2-to-9-year-olds who take part in the shorts.

Just this past year the channel took home three Webby Awards for its viral ‘Corn Kid’ episode.

To maximize its popularity, cracker maker Cheez-It’s has collaborated with the TikTok star on a four-part series called ‘Puff’d Talks’ that focuses on back-to-school confidence.

The series promotes the snack brand’s Puff’d range and will consist of inspiring videos featuring young minds who share their stories on topics such as ‘What it’s like to face your fears,’ ‘Adventures and the bravery it takes to be Puff’d up,’ ‘Self-love’ and ‘Growing up.’

“Back-to-school can be a challenging time for young ones as they navigate new experiences and relationships, as well as parents helping their children prepare for these changes,” said Erin Storm, senior marketing director at Cheez-It. “Our collaboration with Recess Therapy reaches parents looking for delicious, one-of-a-kind snacks for the family and shines a light on young individuals by giving them a platform to share their voice and experiences.”

The Kellogg-owned brand will launch the campaign as part of the ‘Doing Things’ portfolio of over 35 creator-led brands with a combined community of over 85 million people.

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