Cheez-It HQ
Source: Kellogg company
To celebrate its 100th Anniversary (wow!), Cheez-It brand just launched a direct-to-consumer site where not only can you get all sorts of branded swag but you can also order product to be delivered straight to your door. Including a special Superfan 4-pack.
Call it the convenience culture, call it pandemic lockdown, call it snack attacks but we are seeing a growing number of household food brands starting to offer direct home delivery. You can also call it first party data because then said brand now has all of your information, directly. Call it a cookie-less world.
Case in point … Frito-Lay’s new subscription model with Amazon to have snacks delivered on a reg basis direct to consumers/shoppers.
And while Cheez-It isn’t the first brand to brand a beenie or a coozie or a fanny pack, the swag is pretty cool. Call that super fandom.
It’s amazing to watch the transition of not only branding and loyalty, but also distribution as the society continuously shifts to shopping and delivery on individual terms. Totally changing retail (and in this case grocery retail) permanently.
What can your brand do in a similar vein? What’s your experience? JIM