Dive Brief:
Cheez-It produced “sonically-aged” cheese for its crackers with assist from the music streaming service Pandora, in accordance to a information launch.
The concept was impressed by a 2019 examine that discovered ageing cheese with hip-hop music affected the ultimate product’s style and odor. Cheez-It tapped Pandora to curate songs that shared qualities with these used within the analysis to experiment by itself snacks over six and a half months.
The ensuing Cheez-It x Pandora Aged by Audio crackers will probably be obtainable on CheezItHQ.com beginning May 26. The web site may also host a hyperlink to a particular Pandora mixtape associated to the marketing campaign, whereas Cheez-It is working with SiriusXM radio host Sway Calloway to promote the limited-run drop to music-loving shoppers.
Dive Insight:
Cheez-It is making an attempt to ingrain its cheddar-flavored crackers on this planet of hip-hop via the bizarre partnership with Pandora. The two firms cite analysis performed between Käsehaus K3, a cheese store in Switzerland, and college students on the nation’s Sound Arts HKB faculty that implies sonic attributes like tempo and frequency can have an effect on the cheese-making course of, strengthening style and odor. The obscure examine was run as a part of the HKB Goes Ashore initiative.
For shoppers within the sorts of tracks used to age the Cheez-It cheese, the marketing campaign features a playlist on Pandora that goes reside May 26. Those who buy the Cheez-It x Pandora Aged by Audio product may also obtain a free 90-day Pandora Premium trial, doubtlessly driving sign-ups for the streaming service.
Cheez-It is also throwing an influencer advertising and marketing element into the combo via the partnership with Sway Calloway. The model is concerned with the launch of the hip-hop persona’s new YouTube sequence, “Living Legendz,” which profiles hip-hop icons. The program is moreover being promoted on Calloway’s Instagram and Twitter. SiriusXM, the place Calloway acts as a radio host, owns Pandora.
Cheez-It is utilizing the oddball collaboration with the streamer to help CheezItHQ.com, a direct-to-consumer (DTC) web site that went reside for the Kellog-owned model’s centennial final yr. Along with snacks, the platform sells quite a lot of merchandise focused at Cheez-It diehards. Visitors putting orders for the Cheez-It x Pandora Aged by Audio containers can get free transport by including objects like headphones or a brand new bucket hat to their basket, per the discharge.
DTC bets like CheezItHQ.com may help manufacturers show they’ve actual fairness with shoppers who’re prepared to shell out for merchandise outdoors of the standard meals and beverage wheelhouse. They additionally function owned gross sales channels for buying first-party knowledge — an more and more necessary asset for packaged items firms which are wrestling with the deprecation of different strategies of knowledge acquisition and advert focusing on.
https://www.marketingdive.com/information/cheez-it-kellogg-pandora-sway-calloway-DTC/623893/
