Kellogg's Pushes Into DTC With Cheez-It Because 'Data Is Gold'

CPG manufacturers are looking to learn more about shoppers


Google has prolonged the life of third-party cookies on its popular Chrome browser to 2023, but the end is still coming.

To continue delivering online ads with precision, large companies from PepsiCo to Procter & Gamble are seeking ways to collect first-party data in a shopper-friendly fashion. One popular method is direct-to-consumer platforms.

Last week, for instance, Kellogg’s debuted a website dedicated to century-old cracker brand Cheez-It. Visitors can purchase merchandise, such as a Cheez-It fanny pack and socks, along with an exclusive variety pack containing four flavors of its Extra Toasty crackers.

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