Webinar: DMA Award Winners' 2025 Showcase - Launch Gold

“Cheez-Hit? Cheez-It” transformed the UK entry of an iconic American snack into a cultural moment, making the brand impossible to ignore in a cluttered, HFSS-restricted salty-snack landscape. From bold creative and high-impact media to clever influencer storytelling and sampling, the campaign smashed through habitual consumer behaviour to deliver standout results.

Chaired by Caroline Parks, Chief Experience Officer, Wonderhood Studios and Chair of the DMA Awards Committee, join the ZEAL and Kellanova team as they take you through:

• The strategic insight that shaped the launch: how deep research and category understanding informed a full-funnel approach to break snack routines and drive visibility across channels.

• The creative idea ‘Cheez-Hit? Cheez-It’: how distinctive visuals, playful tone, and culturally relevant activations (from Reddit buzz to influencer and PR moments) built attention and affinity.

• Execution across media and channels: omnichannel rollout including outdoor, digital, social and earned content that brought the challenger mindset to life.

• The results behind the award win: including £22.2m in sales since launch (with £10m+ in Year 1), 13.1% household penetration, 51% awareness within six months, 33% repeat purchase rate and millions of shoppers recruited to the brand — fast-tracking Cheez-It’s trajectory in the UK snack market.

Don’t miss your front-row seat to the boldest thinking, sharpest strategy, and most effective creative work setting new standards in marketing excellence.