US snack brand Cheez-It is hitting British shores for the very first time with a meaty £18 million marketing push before the brand rolls out across the rest of the European market.

Developed by creative agency Leo Burnett, the campaign will squarely target snack enthusiasts aged between 25 – 44 years-old – with a focus on its popularity with cheese lovers.

The work is centred around two 20-second spots that showcase the vibrant power of the snack’s cheesy qualities and the strong feelings it evokes in its fans.

“There’s nothing quite as bold as the taste and feeling of the cheezy-hit you get from a Cheez-It,” said Leo Burnett UK chief creative officer, Mark Elwood.

“That moment of the big Cheez-Hit is the idea behind this launch campaign. Brought to life in a playful way throughout the AV/social with our spiralling eyes signalling the tasty hit. All accompanied by a bespoke banging EDM track too.”

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With media planning and buying handled by Carat, the creative will be pushed out via TV, social media, radio and out-of-home, with assets due to run through to December 2025.

The campaign will be further supported by the creation of a secret society of cheese-lovers, the ‘Cheez-Masons’, which will help drive anticipation online, with fans even invited to attend an in-person inauguration ceremony in London.

Cheez-It senior spokesperson, Shauna Lenagh added: “Cheez-It has over a century of expertise in making cheesy baked snacks in America, and is now making its long-awaited debut in the UK&I.

“Our ‘Cheez-Hit? Cheez-It’ campaign embodies the cheesy flavour experience from the very first bite in a way that’s not just memorable, but also hilariously relatable, striking a chord with snack lovers everywhere.”