Cheez It Lessons

Cheez-It came to us with a problem: they wanted hoop clout without an NBA sponsorship. But brands can’t just jump into that world; they need permission from The Culture.

As a sign of respect, we acknowledged that the brand was new to the game by partnering with NBA superstar Jimmy Butler to school Cheez-It’s mascot Cheez in bite-sized clinics about on and off-court codes. From pregame rituals and tunnel fits to barbershop debates, our modular lessons became meme fuel and earned Cheez-It their stripes. The brand went from a background snack to the center of the group chat, no sponsorship needed.