AGENCY
Lilia Arroyo-Flores, Executive Vice President, Planning
Joshua Baze, Executive Vice President, Planning & Strategy
Herschel Kissinger, Copywriter
Laura Kowalski, Senior Vice President, Strategic Planning Director
Steven Slivka, Chief Creative Officer
Sarah Swenson, Art Director
Aaron Noffsinger, Executive Vice President, Group Creative Director
Kevin Ryan, Senior Content Creator
Erica Sarakaitis, Senior Vice President, Director of Client Service
Juliana Karber, Account Executive
Christine Zinker, Vice President, Account Director
Gabby Toro-Rosa, Media Executive
Sarah Smith, Senior Account Supervisor
Luke Crawford, Producer
Renee Mailhiot, Senior Media Supervisor
Celina West, Associate Producer
Katie Walker, Senior Vice President, Head of Production
Laura Feeney, Senior Production Business Affairs Manager
Mary Dowling, Vice President, Project Director
Starcom
SUMMARY
Over the years, Cheez-It shifted its focus from supporting the Base business and highlighting its 100% Real Cheese claim to promoting innovation and new products. This strategy drove the overall business, however Base performance suffered.
We needed to get people talking about the Cheez-It brand and return momentum to its 100% Real Cheese claim. And in order to breakthrough, we had to create an idea that was as unexpected and absurdly satisfying as the brand itself.
So, we made the ultimate snack pack for grown-ups: Wine + Cheez-It.
