Cheez-It Grooves originally thought their audience was teenage men who play video games, but through our research, we found that actually our highest consumer rate is among women in their 30s.

This campaign aims to retarget our audience to stress-aware, high-achieving women looking for moments of mental escape. By tapping into their late-night snacking rituals, we positioned Cheez-It Grooves as the go-to snack to fuel after-hours escape from reality.