Cannes Lions

CRACKERS

LEO BURNETT USA, Chicago / KELLOGG'S / 2010

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Overview

Entries

Credits

Overview

Execution

We began with an insight: real isn’t getting the credit it deserves. Cheez-It has stayed true to a simple passion and belief for over 80 years: Real is better. That’s why Cheez-It uses only 100% REAL Cheese. It was time to take a stand. Time to declare that REAL MATTERS.

Our strategy became to champion what’s real. We began in a place that was near and dear to consumers’ hearts: College Football – because you know a real fan when you see one. And we tapped into social media to start building the two-way relationships the brand was seeking.

Outcome

Real Fans of College Football are now Real Fans of Cheez-It!-Cheez-It exceeded GSV budget by +$9.8MM (+26%), and grew +$10.4MM (+28%) vs. same time period YAGoGrew share +1.2% via growing both Base (+6%) and Incremental (+42%) salesoLocal market sales activation saw immense growth during the time period, with local zones registering up to 222% growth vs. YA during the contest time period!-Cheez-It garnered its first 100,000 fans on Facebook in just 7 weeks!

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