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CHEEZ-IT

Delga's Role in Cheez-It's £18 Million UK Launch

From the US to the UK

During the summer of 2024, US-based snack powerhouse brand, Kellanova, brought their hero brand ‘Cheez-It’ to UK stores. Previously known as the Kellogg Company, Kellanova rebranded to separate from its cereal brands, focusing instead on its diverse variety of food products. In the UK, Kellanova’s popular brands include Pringles, Rice Krispies Squares, and Pop-Tarts, among others.

Given Cheez-It’s strong appeal to younger audiences and its status as a $1 billion brand in the US, Kellanova saw valuable potential for a UK launch. They committed to making a considerable impact, investing £18 million in their UK launch campaign since September 2023. The extensive marketing push included bespoke TV and radio adverts, out-of-home displays, product sampling, PR and social media, as well as in-store retail POS.

What Was The Brief?

In July 2024, Delga was approached by Mercieca, an independent creative agency based in London, to create a unique ‘Boom Box’ presentation box for Cheez-It, that would be sent out to a number of UK ambassadors. The box was designed to showcase two Cheez-It flavours soon to launch in the UK. When opened, it would play a jingle featuring the iconic slogan, ‘’Crunch it. Taste it. Feel it. Cheez-It.’’ evoking the strong and catchy brand recognition established in the US.

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Delga's Part in Creating a UK Cheez-'Hit'

The initial brief specified the use of a rigid box, however, Delga’s Matt Hobbs, who secured the deal, suggested that using a rigid box would be excessive for Cheez-It’s intended use and desired outcome for the Boom Box. Instead, he proposed a folding box board as a more suitable alternative, which in turn led to a substantial cost saving for the client and a significantly faster lead time.

Group Account Director of Mercieca Ltd, Sophia Mercieca said:

“We are extremely happy with the quality of output and service provided by Delga throughout the project. The care and attention to detail was second to none, considering all elements of the production process; materials used, negotiating rates to support our budgets and ensuring the end products were packaged and suitable for distribution to multiple addresses. Our client has had endless positive responses from their customers who received a special boom box, which is fantastic and the best outcome we could wish for.”

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