Cheez-It Turns Cravings into Comedic Mishaps

Cheez-It is debuting a new creative platform, 'Cravings Can Happen Anywhere,' in a comedic campaign from FCB New York that explores how cravings can strike in the most unexpected (and inconvenient) moments.

Building on the 2023 tagline Want It. Need It. Cheez-It., the new campaign leans into the brand’s signature 'absurd irresistibility' - those all-consuming cravings that hijack everyday situations with no warning.

Each film dramatises how a sudden Cheez-It craving can completely derail the moment - whether you’re in a live reading at book club, meeting your girlfriend’s dad, or giving a eulogy. Directed by Clay Weiner of Superfriends, the spots use visual escalation and comedic timing to bring those interruptions to life.

​Dan Kelly, executive creative director, FCB New York said, "Everybody knows Cheez-It. Everybody loves Cheez-It. A lot of people would put it on their Mount Rushmore of snacks. The problem is, they’re not always thinking about our cheesy 1x1 inch square. So, when we’re a cheesy, salty snack stuck in the cracker aisle away from the rest of the highly competitive salty snacks, we can easily be passed by. That’s why we needed a new campaign like 'Cravings Can Happen Anywhere' to get the brand noticed again, and dig into that very real insight of what it’s like to have Cheez-It on the brain. Because people know when those cravings happen, nothing quite hits like Cheez-It crackers."

​Cara Tragseiler, senior brand director, Cheez-It said, “With ‘Cravings Can Happen Anywhere’, we’re doubling down on the absurd irresistibility of Cheez-It crackers we established with the launch of Want It. Need It. Cheez-It. The relatable moments in this campaign show in humorous ways how the calling of a craving for Cheez-It can take over in the most unexpected places. Stay tuned to see more ways Cheez-It cravings will pop up soon.”

Running across TV, OLV, CTV, and social media starting in September, with support across influencer, audio, and brand-owned channels.