Cheez-It
Winner
Excellent Brands
Newcomer Brand of the Year
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 populated snack market, Kellanova did not build "Cheez-It" by simply transferring a well-known US brand, but by creating an identity newly aligned to Europe. Positioning, tone of voice and visual presence give the brand a clear profile from the outset, situated between pop culture, humour and product focus. The execution combines digital attention with broad activation at the point of sale and in the target group's everyday life. In this way, a new brand quickly gains definition and cultural relevance.
