Landing Cheez−It with a bang!
Client
Cheez-it
Area
Trade
The Challenge
Snack and cereal giant Kellanova briefed Mercieca to create a totally unmissable Away-from-Home campaign for the UK launch of Cheez-It, a $1 billion American snack icon. The key objectives were to encourage trial, drive distribution and position these deliciously crispy snacks as a ‘must stock’ item for British retailers.
Our Approach
We sent out a rallying call to every retailer in the land to Stock it, Sell it, Cheez-It! And we made sure the message was seen (and heard) at every point of the customer journey.
Launch Event
We kicked things off with an exclusive launch event for trade journalists, influential retailers and representatives from the leading trade bodies. Here they tasted the product, learned about the brand strategy and were given the lowdown on the latest snack category insights.
2.7K boomboxes were produced and dispatched to key retailers. When opened, they played Cheez-It's catchy campaign tune
Trade Press Campaign, video and Website
Editorial coverage was later supported with a high impact trade press campaign which directed retailers to stockitcheezit.com, a bespoke retailer-facing website, where visitors can get the lowdown on range information, find wholesale stockists and order stunning Cheez-It POS.
We also armed the sales force with powerful sales tools and presenters that helped get the Cheez-It message to over 20,000 store owners.
And 3,000 buyers across all channels including key environments such as food service and route to market, received our Cheez-It Boom Boxes. These boxes contained product samples, information, and a sound chip that played the above-the-line jingle, 'Crunch It, Taste It, Feel It, Cheez-It,' upon opening.
The Cheez-It message continued onto the wholesale depot floor with eye catching POS and product displays. And we drove retailer advocacy by bringing the good times and Cheez-It track to local communities with a cheesy one-of-a-kind brand experience, including sampling, in-store DJs, full store branding and a celebrity face or two!
store events and retailer advocacy
+ 6.5k samples handed out
+ 60k opportunities to see across social platforms
23 pieces of social media content posted
x2 pieces of headline coverage secured (so far)
42k circulation
"Mercieca’s expertise, creativity, knowledge, and connections...ensured the campaign was disruptive at every touchpoint of the customer journey, allowing us to amplify our plans far and wide, engaging highly influential retailers along the way."
Results
Our UK launch event for Cheez-It has surpassed all expectations with over 60,000 opportunities to see through social channels and 2.7 million combined trade PR and advertising reach. We created a network of influential retailer brand ambassadors and delivered standout retailer focussed community activity.
