Leo Burnett Worldwide | Agency Profile, Contacts, AOR, Client Relationships
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Leo Burnett Worldwide Contacts
|Andrew S.||Chief Executive Officer||IL|
Sample of Related Brands
|Britt N.||President & Chief Creative Officer||IL|
|Billie S.||Chief Talent Officer||IL|
|Chloe L.||Associate Creative Director||IL|
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|***** ************, ***.||Experiential, Digital, Creative||*******|
|**** **** ******, ***.||Creative||*******|
|****** *****, ***.||Creative, Social||*******|
|******||Creative, Digital, Experiential, Multicultural, Social||********|
Media Edge: Cheez-It sponsors the Citrus Bowl amid spend increases
Key Lead Takeaways: As it increases spend, Cheez-It has officially sponsored the Citrus Bowl. The deal reportedly involves "exclusive naming rights, digital and social media content, in-stadium exposure and onsite activation at the game." Cheez-It will likely pursue similar partnerships in the future, and it will likely ramp up sports marketing and experiential activations at and ahead of the January 2 game.
Target Demographics: Male sports enthusiasts, primarily Gen-Z
- Its national TV commercials target both English and Hispanic audiences.
Key Spend Notes:
- Spend shift summary: Spend is on the rise across many channels.
- Top Spending Period: Q4
National Broadcast Analysis & Spend Breakdown:
*Note that iSpot categorizes Cheez-It under Food & Beverages: Snack Foods*
- 2022 YTD Spend: $37.7m
- 2021 FY Spend: $36m
- 2020 FY Spend: $35.7m
- 2019 FY Spend: $24.8m
Ad Flight Breakdown (by spend): Cheez-It has aired eleven English and Spanish spots in 2022; the top five are "Puff'd'rizer Unleashed," "Pregame Speech," "Level Up Your Lunch," "Prueba de sabor," and "Pregame Speech: Win a Trip."
Top Daypart (by impressions): Primetime (2.3b), Weekend Afternoon (1.2b), Day Time (1.1b), Early Fringe (1b), and Late Fringe AM (771.9m)
Top Networks (by spend): ESPN, ABC, NBC, Investigation Discovery, and BET
Top Shows (by spend): College Basketball, The Oscars, Chicago Fire, NBA Basketball, and Law & Order: Special Victims Unit.
Top Industry/Vertical Spenders (by spend): Frito Lay (13%), Cheez-It (10%), Lay's (8%), Pringles (8%), and Lunchables (7%)
Digital Display & Social Media Spend Analysis & Breakdown:
- 2022 YTD Spend: $21.9m
- 2021 FY Spend: $20.3m
- 2020 FY Spend: $19.4m
- 2019 FY Spend: $9.9m
YTD Ad Flight Breakdown:
- Q1 2022 Spend: $4.2m
- Q2 2022 Spend: $6.8m
- Q3 2022 Spend: $6.3m
- Q4 2022 Spend (to date): $4.7m
YTD Impressions: 2.b
Top Ad Types: Facebook (35%), desktop video/YouTube (29%), Instagram (19%), and Twitter (16%)
Top Purchase Channels: Direct (99%)
Top Publishers: Facebook, YouTube, Instagram, Twitter, and espn.com
Top Creative by spend; see below): (note that not all creatives debuted in 2022).
Other Media Spend Analysis & Breakdown:
Kantar: The brand also utilizes podcasts and local broadcast.
- Cheez-It holds planning conversations in Q1 and buying conversations in Q4.
Social Demographics [Stat Social]: As far as age demographics are concerned, Cheez-It's primary engagement comes from consumers 18-24 years old.
Current Sponsorships/Partnerships: Orlando City SC
Influencers & Brand Ambassadors: Ellen Degeneres, Justin Timberlake, Katy Perry, and Taylor Swift
Current Agency Roster (Cheez-It Brand):
- : Creative, digital, social, and multicultural AOR
- : PR AOR
- : Creative and social agency partner
- : Media agency partner
Insight Sources: Broadcast insights estimated by Kantar.