Cheez-It’s New Marketing Campaign: Sending a Giant Portrait of Our Writer in Cheez-It Form
Talk about going to outlandish extremes to call attention to a new product. The Daily Meal office received an unusual (to say the least) package today from Kellogg, the parent company of Cheez-Its: a giant portrait of yours truly, The Daily Meal news editor, made entirely out of Cheez-Its. Kellogg has apparently hired an artist to create portraits of food writers using cheesy crackers. We’d like to think that a Cheez-It artist position has a lot of benefits, but who knows, the job may not be all it’s cracker-ed up to be.
But why go through all of this trouble? The giant Cheez-It portrait made in my likeness (directly from my Twitter profile picture) was actually a theatrical way of introducing the world to the new Cheez-It Crunch’d, which mark “the first time Cheez-Its have ventured out of the cracker aisle and into the chip aisle.” Cheez-It Crunch’d “chips” are puffy Cheez-Its, or, as one editor quipped upon trying the new product, “they’re like Cheetos with a Cheez-It identity crisis.”
You can get your own bag of Cheez-It Crunch’d (sans epic portrait) in the original cheesy flavor or the Hot & Spicy variety.