Cheez-It Aged By Audio
What does hip hop taste like? That’s what we asked ourselves before partnering with Leo Burnett to create the most awarded Cheez-It campaign in brand history. Led breakthrough campaign strategy and activation plans connecting scientific research to brand differentiation. in a competitive snack market where the brand was losing share and relevance.
Role: Creative Director
Insight: Cheez-It was losing market share to "healthier" competitors using artificial cheese. We found a way to celebrate Cheez-It's real cheese craftsmanship while reconnecting with audiences and creating cultural relevance.
My Approach: Leveraged Bern University research connecting music's ability to alter cheese taste during aging, translating science into a competitive asset. Over 6 months, transducers amplified hip hop music under giant, aging cheese wheels. Extended campaign reach across SiriusXM media network, social platforms, and branded merchandise.
Results: Swept 2023 awards circuit: 7x Addys, 4x Effies, 3x One Show shortlists. Created first-of-its-kind crossmodal experience connecting sound and taste in snack marketing. Generated significant media attention and consumer engagement across multiple platforms. Established new benchmark for scientific innovation in food brand marketing
Curious about the tunes? Check out the mixtape here (US only).
Role: Creative Director
Insight: Cheez-It was losing market share to "healthier" competitors using artificial cheese. We found a way to celebrate Cheez-It's real cheese craftsmanship while reconnecting with audiences and creating cultural relevance.
My Approach: Leveraged Bern University research connecting music's ability to alter cheese taste during aging, translating science into a competitive asset. Over 6 months, transducers amplified hip hop music under giant, aging cheese wheels. Extended campaign reach across SiriusXM media network, social platforms, and branded merchandise.
Results: Swept 2023 awards circuit: 7x Addys, 4x Effies, 3x One Show shortlists. Created first-of-its-kind crossmodal experience connecting sound and taste in snack marketing. Generated significant media attention and consumer engagement across multiple platforms. Established new benchmark for scientific innovation in food brand marketing
Curious about the tunes? Check out the mixtape here (US only).