Cheez-It
Integrated Sampling Program
In the lead-up to the back-to-school period, Kellanova aimed to introduce consumers to the full lineup of Cheez-It products available at retail, including Cheez-It Original, Snap’d, and Crunch. EBM’s integrated sampling program targeted events across Canada, focusing on those that attract families with children and Gen Z, to maximize exposure and engagement with the brand.
The Challenge:
The Cheez-It In-store Sampling Campaign was designed to break through the competitive snacking options at retail. The objective was to educate consumers on the variety of Cheez-It products and distribute $1.50 coupons with samples at the point of purchase to encourage immediate sales.
Out-of-store, the challenge was to distribute 120,000 Cheez-It Cups effectively, reaching consumers in diverse settings beyond traditional retail environments. This required strategic placement and engagement to maximize brand visibility and product trial.
The Solution:
For the In-store component, a national event was executed across 415 major retail stores throughout Canada, excluding Sobeys, which was not accepting events at the time. The campaign successfully exceeded set goals for both product trials and sales.
For the Out-of-store component, EBM meticulously researched and vetted events to align with the client’s target focus. Brightly coloured Cheez-It branded assets were created to ensure the event had a strong and impactful presence, effectively capturing the attention of attendees and driving engagement with the brand.
In-store Metrics:
428
%
Sales lift (vs previous week sales)
350
Average trial per store
22
%