Cheez-It Aged By Audio

Harnessing the immense power of sound waves to transform the world around us has always intrigued scientists. At Bern University, Switzerland, a groundbreaking study revealed that music has the ability to alter the taste of cheese during the aging process. This remarkable study got some sound-obsessed marketers thinking further. A small but mightily influential discovery for sound-obsessed marketers.

We partnered up with Leo Burnett to create a limited edition run of Cheez-Its that were aged with hip-hop music. Leveraging Pandora's vast collection and expert curation, we carefully crafted the definitive hip-hop sound that would serenade the wheels of cheese, essential ingredients in this iconic snack. Transducers amplified beats and giant wheels of cheese got down to hip hop legends for 6 months, 24/7. The campaign extended its reach across the SiriusXM media network, various social platforms, and even included a range of branded swag. The campaign swept the 2023 awards circuit with 7x Addys, 4x Effies and 3x Shortlists for The One Show.

Curious about the tunes? Check out the mixtape here.