Cheez-it Crackers: "CHEEZ-IT REAL FANS" Promo / PR Ad by Leo Burnett Usa

Category: Sponsorship or Partnership Campaigns
Advertiser: KELLOGG'S
Product/Service: CRACKERS
Agency: LEO BURNETT USA
Agency: ARC WORLDWIDE
Date of First Appearance: Oct 7 2009 12:00AM
Entrant Company: LEO BURNETT USA, Chicago, USA
Entry URL: http://www.facebook.com/cheez-it
Chief Creative Officer: William Rosen (Arc Worldwide)
Creative Director/Copywriter: Joe Bartolucci (Arc Worldwide)
Creative Director: Per Jacobson (Leo Burnett)
Creative Director: Martin Wodarz (Arc Worldwide)
Copywriter: Chad Williamson (Arc Worldwide)
Art Director: Dan Marcus (Arc Worldwide)
Art Director: Irina Balabanska (Arc Worldwide)
Producer: Peter Guarino (Leo Burnett)
Producer: Nikolas Traxler (Leo Burnett)
User Experience Designer: Chris Ory (Arc Worldwide)
Digital Strategy: Jay Denhart (Leo Burnett)
Content Strategy Director: Michelle Davidson (Arc Worldwide)
Community Manager: Heather Eatherton (Arc Worldwide)
General Manager: Gina Broderick (Starcom)
Account Director: Richard Roche (Leo Burnett)
Account Director: Katie Hammond (Leo Burnett)
Associate Media Director: Mark Sokolowski (Starcom)
Associate Media Director: Ariti Bhansali (Starcom)
Media Supervisor: Natalie Luegers (Starcom)
Account Supervisor: Ryan Farrell (Leo Burnett)
Media placement: Sponsorship - Integrated Into ESPN College GameDay Program - 5 September 2009
Media placement: Television - ESPN Networks - 5 September 2009
Media placement: Digital Application - Www.facebook.com/cheez-It - 7 October 2009
Media placement: Online Media - Facebook.com - 7 October 2009
Media placement: Online Media - ESPN.com - 8 October 2009
Media placement: Online Media - Facebook.com - 8 October 2009

Describe the objective of the promotion.
Consumer Challenge: Transform brand users into brand lovers People love Cheez-It. It’s not enough for them to like us for functional reasons. We needed to foster an emotion-based relationship with our brand.

Describe how the promotion developed from concept to implementation
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.

Describe the success of the promotion with both client and consumer including some quantifiable results
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 YAG o Grew share +1.2% via growing both Base (+6%) and Incremental (+42%) sales o Local 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!

Explain why the method of promotion was most relevant to the product or service
Business Challenge: Elevate growth on a lead brand With our help – and an aggressive DSD sales force – Cheez-It had become the #1 cracker in America. We needed to grow a brand that had maxed out its potential in both traditional media and sales force trade vehicles.