[Article first appeared on AdWeek]
You may not often (or ever) chat with a sommelier, but most will tell you that there is a wine for everything. While there’s never really been a reason to question the boundless possibilities of blessed vino, there is one recent partnership that puts that theory to the test with a new spin on wine and cheese.
House Wine and Cheez-It—yes, the nearly century-old baked snack—have come together for an unexpected summer snacking experience: a limited edition set of wine and Cheez-Its, housed in one convenient box. The product was developed by Krispr, Edelman’s dedicated agency focused on Kellogg accounts.
“We are thrilled to partner with House Wine to combine their expertise and America’s favorite 100% real cheese snack into one portable box,” said Jeff Delonis, senior marketing director for Kellogg’s U.S. snacks division. “Many of our fans were already exploring pairing different wines with Cheez-It. Just like wine and cheese, you can pair the real cheese inside each Cheez-It flavor with the perfect wine complement and find a pair to enjoy all summer long.”
Sipping on boxed wine while randomly snacking might not be the biggest leap for hardcore supporters of either brand, but this particular effort combines the fun of high-end nibbling with the ease of grabbing grocery aisle munchies.
House Wine and Cheez-It have created a variety of pairings to try and strike anyone’s particular fancy. So if you’re more of a white cheddar snacker, the brands say rosé is the way to go. Meanwhile, zesty cheddar ranch enthusiasts might want to lean towards a malbec. Though after a few rounds, appropriate pairings likely go out the window, now matter how you slice it.
Though this may be one of the more unconventional collaborations, it is an interesting way to draw attention to the Cheez-It brand’s use of real cheese in their baked crackers while highlighting the versatility of House Wine by associating it with an everyday snack.
Additionally, it places each product in front of a consumer group that might not independently seek out the other; a wine fan, for example, might not naturally consider Cheez-Its as a viable option for a quiet night in. As far as cross promotions go, this one is as mutually beneficial as it is original. The limited edition boxes can be purchased on the House Wine website starting this Thursday, July 25.