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A New Wave in Snacking

Client: Cheez-It Grooves

For more than 90 years, Cheez-It has been baking 100% real cheese goodness into perfect 1 in. squares. And while the endearing snack cracker has thrived despite little innovation outside of flavor variations, the time had come to reimagine the Cheez-It experience. We helped Cheez-It prove it was all it’s cracked up to be with the launch of Grooves—a lighter, crispier offering that reinvigorated the brand and its relevance in snack culture.



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