An Unmissable Launch

Cheez-It, a well-established brand in the U.S. market for over 100 years, is synonymous with cheese and beloved by millions of Americans. Their Snap’d product led the way for their expansion into the UK and Ireland, but they faced a challenge: standing out in a highly competitive salty snacks market filled with well-known brands. The goal was to make Cheez-It impossible to ignore while building love and desire for the brand.

With the objective of driving brand awareness, out-of-home (OOH) advertising became a crucial part of the media strategy. The campaign used high-impact formats like flagship super-premium sites, including the Cromination, the UK’s longest digital billboard. This provided a significant spike in visibility and created unmissable buzz. It perfectly complemented the broader multi-channel approach, especially in connecting with younger audiences and light TV viewers, giving Cheez-It a strong visual presence in the real world.

The Power of Outdoor Advertising

Cheez-It’s campaign leveraged outdoor advertising to reach a wide audience. Digital out-of-home (DOOH) formats such as billboards not only created a striking presence but also tailored the visuals to different times of the day. This helped Cheez-It build brand familiarity and awareness, ensuring the audience encountered the brand in their everyday routines, whether while on-the-go or near points of purchase.

Key Benefits of Outdoor Advertising:

1. Increased Visibility: Using highway billboards, transit ads, and bus stop shelter advertising ensured Cheez-It reached both commuters and pedestrians alike. These OOH ads can be particularly impactful because of their large scale and strategic placement in high-traffic areas.

2. Targeting Diverse Audiences: By placing ads on billboards for lease, bus shelters, and transit stops, Cheez-It was able to connect with diverse demographic groups, especially those less engaged with TV or digital channels.

3. Flexible Messaging: The digital billboards allowed for flexible and creative content that could change based on time of day, making the ads more relevant and engaging for the audience.

How Much Does Billboard Advertising Cost?

The cost of billboard advertising varies depending on several factors, including location, size, and format. Digital billboards and premium sites like The Cromination tend to have higher rates due to their prime locations and visibility. Typical costs for billboard rentals can range from a few hundred dollars in smaller markets to several thousand dollars in high-traffic areas such as highways or major city centers.

Some factors that influence billboard advertising costs include:

• Billboard size and type (e.g., digital vs. traditional)
• Location (urban vs. rural areas)
• Duration of the campaign

In Cheez-It’s case, using premium locations such as highway billboards and DOOH formats allowed the brand to maximize its exposure, particularly to younger, on-the-go consumers who might not be reached through traditional media.

Conclusion

Cheez-It’s outdoor advertising campaign is a prime example of how effective billboard advertising can be in boosting brand awareness and connecting with new markets. By leveraging premium out-of-home formats such as digital billboards, bus shelter ads, and highway billboards, Cheez-It created a strong visual presence that was impossible to miss. The cost of billboard advertising can vary, but investing in OOH can offer brands a valuable way to reach wide audiences and make a lasting impression.