To bring snacks to new audiences through comedy, Cheez-It has partnered up with comedian Jason Manford, adding humour and light relief to snacking occasions. 

The partnership, developed and managed by Zeal Collabs, Zeal’s specialist partnerships unit, will see Manford star in a series of comedy-led activations for the brand. 

Since its launch in the UK in 2024, Cheez-It has built strong brand awareness. The brand is now aiming to further conversations and turn familiarity into first-time tries in a category where many turn to their old and faithful snacks. The brand is using humour as a tool to drive emotional connection in a crowded category. 

A series of comedy-led activations fronted by Manford will engage and reward shoppers, giving them the chance to win tickets to comedy shows or attend a meet-and-greet with Manford.

The campaign combines in-store creative with digital touch-points and PR led activations. 

Running from January to March, the campaign aims to battle the winter blues and the post-Christmas slump. Lifting consumers' moods at a time when budgets are tight and the days are dark, the brand aims to provide light relief and bring people together through laughter. 

Manford’s role goes beyond endorsement as he strives to position Cheez-It as self-aware and culturally in tune. He has been selected for the role due to his relatability and ability to connect across generations.

“We’ve reached a point where growing the brand is about standing for something distinctive, not just being recognised. Comedy allows Cheez-It to show up in a more emotionally engaging way, particularly at a time of year when people are looking for light relief. Jason brings that to life brilliantly, helping us turn familiarity into meaningful engagement and, ultimately, action,” explains Rui Frias, UK Senior Marketing Manager, Cheez-It.

The work goes beyond the traditional awareness campaign and aims to embed the brand into popular culture. As food and drink brands face new LHF regulations, brands are turning to culture-led creativity to strengthen relationships with audiences and tell stories in new, unique ways. The campaign focuses on retail media to reach snackers, with a clear focus on converting awareness into first-time trial and repeat purchase.

The campaign will roll out across major UK and Irish grocers, including Tesco, Sainsbury’s, Dunnes Stores, Asda, Morrisons and Co-op. PR agency Tin Man Communications led wider media amplification.

“Comedy isn’t a gimmick here – it’s a strategic choice rooted in how people are feeling, how they’re shopping, and what will genuinely cut through in Q1. Retail is where the behaviour change happens, but the idea is deliberately bigger than the shelf,” added Jessica Harper, Group Account Director at Zeal.