Cheez-It is entering a new creative era with a campaign that highlights the age-old relationship between watching sports and snacking.
Following its “Feelin’ the Cheeziest” platform that debuted in 2022, the brand is shifting gears from stadium- and athlete-focused advertising to capturing the action in homes, where many fans experience games.
Created by BBDO New York, the campaign will debut on national TV on Sept. 6. It introduces a group called the “Cheez-It Couch Committee,” who weigh in on various debates from an orange leather, Cheez-It-shaped couch.
The ads play more like episodes of a podcast or talk show, as the committee members playfully bounce from topic to topic, such as helmet stickers and extended college football eligibility.
