Cheez Whiz Radio CHEESE FOR THE PEOPLE by J. Walter Thompson Toronto, Pirate Radio & Television

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Industry Grocery and Other foods
Media Radio
Market Canada
Agency J. Walter Thompson Toronto
Executive Creative Director Paul Wales, Martin Shewchuk
Agency Pirate Radio & Television
Account Supervisor Yasmine Saade
Released August 2010

Credits & Description

Category: Foods
Advertiser: KRAFT CANADA
Product/Service: CHEEZ WHIZ
Agency: JWT
Executive Creative Director: Martin Shewchuk/Paul Wales
Scriptwriter: Doug Maugham/Jed Churcher
Agency Producer: Ben Sharpe
Account Supervisor: Yasmine Saade
Production Company: PIRATE RADIO & TELEVISION, Toronto, CANADA
Other Credits: Account Director: Amy Letkemann; EVP/Managing Director: David Gibb
Date of First Appearance: Jan 1 1900 12:00AM
Entrant Company: JWT , Toronto, CANADA

ANN: The great thing about Cheez Whiz: it’s the processed cheese product for the people. But not those uppity country club kind of people, people. Normal people like me – and if our media buy is correct, people like you too. It's the down to earth processed cheese that comes in a jar you can spread on just about anything. It's a throwback to the good old days when cheese was cheese. You had two choices: orange or white. And even that was too much choice so we went with the orange. Sure, it may not be the 'top dog'. But it is the top 'discount wiener cooked on a garage sale barbeque covered in Cheez Whiz' kind of top dog. Which reminds me, Cheez Whiz is great on hot dogs. It's for all those people out there who'll eat Cheez Whiz on white bread and have something vanilla for dessert. So let's raise a jar for the processed cheese product for the people. SFX: Opening jar of Cheez Whiz ANN: Cheez Whiz. The finest orange spreadable processed cheese product in a jar you can buy.

Brief Explanation
This campaign is all about honesty. For a spreadable processed cheese product in a jar, this was a decidedly different approach. Instead of talking about the benefits of calcium or stringing together a loose claim about being made with real cheese, this campaign spoke plainly and openly about the product. People love Cheez Whiz for what it is. So we took that and turned it into something worth celebrating.