Cheez-It
Kelloggs has been an established brand for over a century. They have all your favorite snacks and cereals like Frosted Flakes, Special K, and of course Cheez-It.
This campaign is a 2-part grocery store experience. Partnered with Publixes across the nation, we will transform their stores into a trigger-filled Kellogg’s Cheez-It takeover.
Beginning in May, our first half of the campaign begins. We will use triggers using colors, shapes, and taste.
The first half will last two months, ending at the beginning of July. In the second half, our taste-based triggers will be traded for a scent trigger. This will last another two months. And the entire campaign will be complete after 4 months, at the end of August.
Once the customer enters the Publix, there will be a gourmet snack experience, giving them the option to snack while shopping. These aren’t just Cheez-It’s on their own, though; they’re specialty dishes made using Kellogg’s Cheez-It, such as Cheez-It mac and cheese, Cheez-It chicken strips, Cheez-It mozzarella sticks, or even Cheez-i=It cake if you dare.
They’ll have the opportunity to scan a QR code and take the Cheez-It snack recipes home with them! They can bookmark this page in their browser, or screenshot to come back to these recipes again and again.
As they continue down the shopping aisles, there will be a trail of Cheez-It crumbs guiding the customers to the Cheez-It aisle, and the Kelloggs aisle. We put a separate category, just for Cheez-Its, as well.
As part of the campaign, Kellogg’s will be taking over the seasonal aisle in Publixes across the nation, showcasing the products chronologically. Starting with the Original Cornflakes from 1894 all the way to the loved Cheez-It. All of the banners for each product will be white with the product logo and year introduced on it, except for the Cheez-It banner. That will be completely red, standing out against the others.
The Cheez-It crumb motif continues all the way to checkout, with the crumb trail on the conveyor belt. Here’s a map showing what the first half of our campaign will look like. You can see the path the customer will take, from the gourmet snack cart, to the Kellogg’s aisle or Cheez-It aisle, and eventually the check-out. The white tracks represent the crumb trail motif used throughout the campaign.
After the first 2 months are done, the snack cart will no longer be in the select Publixes. We will replace the cart with a scent trigger. All other elements will be kept the same through the rest of the campaign.
The assignment was to use “triggers” to come up with a contagious brand idea.
by Moira Ward, Nicki Wehrs, Yannick Roos & Camelia DeJesus.