Cheez-It
Winner
Excellent Brands
Fast Moving Consumer Goods
Details
Cheez-It Snap'd is more than just a snack – it's a statement of love for cheese, pop culture and intelligent humour. With over 100 years of US tradition, Kellanova is now bringing the cult brand to Germany – not as an import, but as a strategically reimagined brand for the European market.
The Jury‘s Statement
In a densely occupied snack market, Kellanova introduces "Cheez-It" with a clearly defined brand idea that does not copy its US origins but reframes them for the European context. Distinctive design, a humorous tone of voice and broad activation from social media to retail quickly create visibility and orientation at the shelf. The brand appearance gains lasting traction because product profile, communication and distribution consistently support the same distinctive positioning.
