How Twitter insights helped Cheez-It Snap’d engage the Netflix generation

Geoffrey Precourt

The Kellogg Company, the fast moving consumer goods manufacturer, launched Cheez-It Snap’d with the express aim of attracting people who binge watch video online.

Cheez-It Snap’d – a thinner, crisper version of the Kellogg Co. cracker brand – is designed to feed the snacking habits of people who binge-watch content on Netflix, the streaming platform.

“We looked at this audience, which was obsessed with movies and TV content,” Gail Horwood, CMO of Kellogg North America, explained at Advertising Week New York (AWNY) 2019.

If these consumers are enraptured by video streaming, their attention in the food space is increasingly fragmented. Launches happen so fast in this sector – as shown by a new Bain & Co. study, which stated that as many...

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