Kellogg's Cheez-It Gets Real, Though Not Real Serious

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Snack brand Cheez-It wants consumers to know its product is made with cheese, the real kind spelled without a “z.”

The Kellogg brand’s latest campaign, which aims to drive home that point, replaces a previous, four-and-a-half-year effort that emphasized the crackers’ “Big Cheese Taste,” said senior brand marketing manager Aleta Chase. The change comes after the brand discovered that the use of “real cheese” mattered significantly to consumers.

People got that there was “‘cheese’ and then there’s ‘real cheese,’” said Per Jacobson, svp and executive creative director at Leo Burnett, Chicago, the agency that worked on the launch.

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