Cheez it
Cheez-It – the multi-million-dollar US snack brand – wanted to launch in the UK with a bang, supported by a new TV ad focussing on the powerful ‘Cheez-hit’ it gives snack lovers. We were tasked with translating the brand’s cheeky humour and cult US status to an audience of Brits, dialling up the product’s real cheese credentials.
251 pieces of coverage including 12 nationals. 100% of coverage included a brand mention and 100% real cheese positioning in the headline or first paragraph
The campaign reached 190 million people (OTS) (vs KPI of 100m) with a social reach of 1.2m (vs KPI of 250k)
50 top journalists attended the event including Buzzfeed, Metro and Daily Telegraph along with 450 members of the public
Influencer content delivered engagement rate of 85.9% – more than four times the benchmark of 22%
64% of our target audience (18-35 year olds) have now heard of Cheez-It (18% of all Brits)
After seeing the coverage, more than half (51%) were likely to purchase the snack
Campaign recall was 63% (average is 40%)