When hunger strikes at the worst possible moment, Cheez-It wants fans to embrace the absurdity.
The snack brand has unveiled a new campaign, “Cravings Can Happen Anywhere”, that leans into chaotic comedy to show how the urge for its cheesy squares can derail any situation.
Developed by FCB New York and directed by Clay Weiner of Superfriends, the platform debuts with three offbeat commercials in which an ill-timed craving takes center stage.
In “Meet My Dad”, a daughter’s attempt to introduce her boyfriend to her father is ruined when the young man becomes entranced by thoughts of Cheez-Its. “Eulogy” flips a funeral speech into an ode to the snack, while “Book Club” sees a participant misquote a steamy passage after getting carried away by cheesy desire.
The campaign extends the brand’s 2023 tagline, “Want It. Need It. Cheez-It,” and sets the stage for future stories around uncontrollable cravings, explained Cara Tragseiler, senior brand director.
“With ‘Cravings Can Happen Anywhere’, we’re doubling down on the absurd irresistibility of Cheez-It crackers,” she said. “These relatable moments show, in humorous ways, how a craving can take over in the most unexpected places.”
For FCB New York, the challenge was ensuring a beloved brand didn’t fade into the background. “Everybody loves Cheez-It. A lot of people would put it on their Mount Rushmore of snacks,” said Dan Kelly, executive creative director. “The problem is, they’re not always thinking about our cheesy 1×1 inch square. That’s why we needed a new campaign to get the brand noticed again, by leaning into that very real insight of what it’s like to have Cheez-It on the brain.”
The rollout spans TV, online and connected video, social platforms, influencer collaborations, audio, and brand-owned channels.
