The snacking obsession that built a billion-dollar brand.

A darling of snack culture, Cheez-It squares up with LPK for new levels of growth.

For decades, Cheez-It had managed to thrive with little innovation beyond flavor variations, but given its seriously zealous fan base and expanding competition, the brand needed to evolve.

We helped them do it responsibly, developing a brand architecture and creative system that felt connected to Cheez-It’s legacy, yet capable of accommodating new sub-brands and snack innovations. Verbally and visually, we worked to preserve key equities while amplifying traits—like a quirky tone-of-voice—to evoke a more powerful brand experience.

The redesign unified and contemporized Cheez-It’s portfolio at shelf, making room for the creation of a new sub-brand: Cheez-It Grooves. The release nearly doubled its revenue goal, helping Cheez-it grow into a billion-dollar brand.

Looking to cultural trends in food and insights from passionate snackers, we helped Cheez-It identify white-space opportunities in the market. The learnings informed our approach to concepting, naming and visualizing the Grooves sub-brand from scratch—an innovative snack experience that offers a twist on the brand’s “perfect square.”

  • Consumer Insights
  • Brand Architecture
  • Packaging Design
  • Brand Voice
  • Naming + Messaging
  • Product Innovation
  • White Space Ideation
  • Actionable Consumer Desires
  • Brand Transformation

Project Outcome

In year 1, Grooves nearly doubled revenue goals with $70 million in sales. In year 2, it increased an additional 43%, earning a Nielsen Breakthrough Innovation Award for cutting through and sustaining growth. “I really love where landed,” says Andrew Lorden, Senior Brand Manager, Cheez-It, at The Kellogg Company. “The brand is simple, has great appetite appeal and heroes the Grooves positioning.”
$100 million & counting
in first 2 years of launch
Nielsen Breakthrough Innovation Award
for cutting through and sustaining growth