Cheez-It Grooves
Project Overview
Kellanova recently found that the main consumers of Cheez-It Grooves are women aged 35 and older, not zillennial males as originally expected. Since its launch, marketing efforts for Cheez-It Grooves have focused on men, and the overall Cheez-It brand still targets male audiences. Kellanova came to us to adjust its positioning, messaging, and media to better match who eats it and when it is enjoyed.
My Role
For our Cheez-It Grooves campaign, I led my team in developing and executing the project. I conducted a focused competitive analysis for Cheez-It Grooves and identified our target audience: women aged 35+ who snack late at night. I proposed the innovative idea of incorporating Cheez-It Grooves into Baked by Melissa cupcakes for a bold, unique flavor. Additionally, I suggested partnering with Bethenny Frankel (founder of Skinnygirl) and Melissa Ben-Ishay (founder of Baked by Melissa), two entrepreneurial influencers aligned with our demographic, to host summer community wine nights. These events, held in NYC, LA, Amagansett, and Santa Monica, would bring women together to celebrate success, connect with Bethenny and Melissa, and enjoy location-specific menus featuring Baked by Melissa cupcakes and Skinnygirl wine.
