Cheez-It to Make its UK Debut Next Month

Kellanova has appointed an agency to handle PR for the US snack brand Cheez-It as it makes its UK debut next month.

Creative comms agency Tin Man Communications has won the UK consumer account for $1bn US snack brand Cheez-It after a four-way competitive pitch. Under the six-figure brief, Tin Man has been tasked with driving awareness and cultural relevance for the crackers brand, which will launch in the UK next month (August).

Cheez-It is owned by Kellanova, which rebranded from Kellogg’s in October 2023 as it separated from the North American cereal business and set its sights on growth in the snacking market.

Tin Man said it would employ its “comms with heart” approach to “emotionally and creatively connect with an audience of cheese-lovers to demonstrate how snacking goes beyond the functional into a joyful experience of cheesy satisfaction.”

Mandy Sharp, Tin Man’s Chief Executive and Founder, said, “When we saw that Cheez-It was finally crossing the pond, we knew we had to be part of such an important launch.

The brand is iconic and holds so much cultural cachet in the US that we can’t wait to bring the brand to the UK market. By capitalising on the nation’s love of cheese and using powerful, joyful comms that lean into culture, we know it’ll be a great success.”

Paul Wheeler, Corporate Communications Director for Kellanova in the UK, said, “The launch of Cheez-It is a crucial part of the evolution of Kellanova from a cereals business into a snacking powerhouse, so this was an ultra-selective process, and the bar was extremely high when it came to responses.

We chose Tin Man as they demonstrated the perfect blend of strategic thinking and stand-out creativity and really understood the brand and our target audience. We’re looking forward to bringing Tin Man’s winning idea to life as we launch the brand this year.”

In addition to Cheez-It, other brands in the Kellanova stable include Pringles, Pop Tarts and Kellogg’s.

Account wins for Tin Man this year include EDF and Blue Light Card, which join the agency’s wider client roster alongside Virgin Atlantic, Cadbury and Vodafone.