Cheez-It’s Hilariously Irresistible ad: “Want It. Need It. Cheez-It.”

Cheez-It has launched a new commercial under its latest campaign, “Want It. Need It. Cheez-It.” Created by Leo Burnett, the ad cleverly captures the extreme passion and hilarious lengths people will go to satisfy their Cheez-It cravings. The commercial is a refreshing take on snack advertising, celebrating the brand’s dedicated fans and reminding others of the irresistible nature of these cheezy crackers.

The brand’s first creative slogan in five years is designed to resonate with Gen Z while capturing the essence of the all-family brand’s values through passion and humor. The campaign masterfully targets the diverse Gen Z demographic. It leverages the Cultural Insight Impact Metric (CIIM) to ensure inclusive production and casting, resulting in a cast that reflects the brand’s fan base from various generations and racial backgrounds.

Long-time agency partner Leo Burnett has worked closely with Cheez-It on this new campaign.

The commercial showcases the amusingly absurd ways fans enjoy their favorite snack, tapping into relatable scenarios and the shared experience of craving something so delicious that one would go to extreme lengths. Erin Storm, senior director of marketing at Cheez-It, expresses her excitement for the new campaign, stating that the tagline perfectly captures the fact that Cheez-It is a must-have snack that fans both want and need.

Social media users can follow the campaign’s progress using the hashtag #WantItNeedItCheezIt. Storm adds that humorous content will be featured across brand and influencer platforms and Omni commerce, display, and other owned content channels, all customized per platform and live throughout 2023.

PROS

• Inclusivity and diversity: The campaign leverages the Cultural Insight Impact Metric (CIIM) to ensure inclusive production and casting, resulting in a commercial that reflects the brand’s fan base from various generations and racial backgrounds.
• Relatability and humor: The ad captures the extreme passion and amusingly absurd ways people satisfy their Cheez-It cravings, creating a relatable and entertaining commercial.
• Effective targeting: The creative slogan and campaign are designed to resonate with the Gen Z demographic while also appealing to a wide range of consumers, successfully targeting a diverse audience.

CONS

• Limited appeal to older generations: Although the campaign effectively targets Gen Z, older generations may not find the ad appealing or relatable.
• Potentially short-lived novelty: The campaign’s humor and absurdity may wear off quickly for some viewers, potentially reducing its long-term effectiveness.
• Overemphasis on the original product: The campaign primarily focuses on Cheez-It’s original product, potentially neglecting the promotion of other flavors and varieties within the brand’s portfolio.

Cheez-It’s new “Want It. Need It. Cheez-It.” campaign is a humorous and inclusive celebration of the brand’s dedicated fans and the irresistibility of the cheezy crackers. The commercial is a delightful addition to snack advertising that effectively targets the Gen Z population while also appealing to a wide range of consumers. With its amusing scenarios and catchy tagline, this new campaign will leave a lasting impression on viewers and further solidify Cheez-It’s position as a must-have snack.