The Challenge
Cheez-It wanted to understand how to grow the brand in the Irish market to match the purchasing levels seen in the UK. Ireland is a famously Cheese & Onion–loving nation and the brand wanted to identify the key barriers to trial, explore what could be changed to encourage more shoppers to try the product, and gain a clearer picture of how Cheez-It is perceived at a brand and flavour level. In addition, Cheez-It sought to evaluate their pricing, range, pack size and campaign messaging with consumers.
Our Approach
Spark designed a mixed-method programme to uncover both the rational and emotional drivers behind trial and non-trial. We spoke directly to category buyers to explore cultural influences, consumption occasions, the role of flavour expectations, and how familiarity impacts brand choice. We also tested different price points across a range of pack sizes and reviewed their comms and creative across a range of different formats.
The Outcome
The research provided Cheez-It with a clear, evidence-based understanding of where the brand sits within the Irish snacking landscape. We identified key barriers to trial, the levers that could unlock growth with new customers, and how pricing, flavour and communications could be optimised for the market. Armed with these insights, Cheez-It could make informed decisions that will shape the future direction and performance of the brand.