Cheez-it – A Culpa é do Cabral

Client situation & objectives

With the launch of the snack Cheez-it in Brazil the sponsor has the challenge of creating awareness for the product and make the consumer associate it with hunger, reinforcing the communication that Cheez-it is made with real cheese for real people.

REACH: young adults 18-34 audience.

CONNECTION: connect the messages related to the product with funny moments to get the brand closer to the audience creating awareness and affinity.

BUZZ: generate awareness about a snack made with real cheese that has real flavor to associate the brand with hunger moments.

CREDIBILITY: using our platforms to expand the communication, matching funny content with a familiar and funny person already known by the audience: Rafael Portugal, comedian of A Culpa é do Cabral. 

Execution & methodology

To fulfill the client objectives, we developed the following campaign:

• A Culpa é do Cabral sponsorship (Premiere and Reruns) - 5” Billboards, Tagged Promos, Logo insert Twitter no Break

• 15” spot for Comedy Central, Pluto TV ads and sponsor’s Instagram

• On Comedy Central’s social media, the brand sponsored 21 editorial posts and 28 short formats 

• Exclusive contents on Rafael Portugal’s social media delivered in the next formats: 3 posts feed IG, 12 stories IG, 1 Reels IG

The methodology we followed up was to create funny contents to bring awareness and consideration about purchasing the Cheez-it snack during moments when people are hungry. This was done by always reinforcing the real flavor of real cheese of the product.

Results & conclusions

Linear 

• 825 spots aired with 4,4M people reached and 26,9M GRP’s

• Within this universe we reached 1,27M people and 6,6M GRP’s of the target audience (18-34)

Pluto TV 

• 2,86M impressions

• 93% VTR

Talent’s social media

• More than 384K of impressions (story format)

• More than 190K of views (feed and Reels format)

• 9,740 of engagement with the contents

Industry: entertainment                                                                                         

Client type: food manufacturing                                           

Client name: Cheez-it

Related brand: A Culpa é do Cabral

Status: finished

Platforms: linear, Pluto TV, social media

Start date: March 14th, 2022

End date: July 23rd, 2022

Contact: Mayse Bertani