Cheez-It Turns to Comedy and Culture to Drive Brand Growth with Jason Manford

Jan. 21, 2026

Cheez-It, the 100% real cheese snack brand, has unveiled a new UK and Irish brand campaign rooted in comedy and cultural relevance, partnering with comedian, actor and presenter Jason Manford to bring humour, warmth and light relief to everyday snacking occasions - from movie nights to evening drinks.

Developed by brand activation agency ZEAL Creative, the campaign marks Cheez-It's first major move into comedy as a long-term brand territory – using humour not just as entertainment, but as a deliberate brand-building lever to drive emotional connection, distinctiveness and consideration in a crowded category.

While Cheez-It has built strong awareness since launching in the UK in 2024, the challenge now is conversion – turning familiarity into first-time trial in a highly habitual category.

Running from 21 January to 26 March 2026, the campaign spans retail, owned social, PR and experiential channels as a fully integrated brand platform. It launches at a culturally resonant moment: post-Christmas, mid-winter and a moment when optimism is low, budgets are tight and New Year’s resolutions are already unravelling – traditionally a quiet period for brand activity, but a potent one for emotional connection. Cheez-It has chosen to invest in mood-lifting creativity – tapping into comedy as a shared social currency that brings people together.

At the heart of the work is a partnership with Jason Manford, selected for his broad appeal, relatability and ability to connect across generations. His role goes beyond endorsement, anchoring a platform designed to make Cheez-It feel human, self-aware and culturally in tune.

The partnership centres on a series of comedy-led activations created to engage and reward shoppers, including the chance to win tickets to live comedy shows and an exclusive meet-and-greet with Manford. Rolling out nationally, the campaign combines in-store creative, digital touchpoints and PR-led activations to deliver the brand’s humour at the point of decision. 

The creative spans a fully integrated brand experience, with retail acting as the primary conversion channel but supported by PR, content and experiential moments. Shoppers are invited to engage with the brand through a comedy-led rewards mechanic, creating a tangible value exchange that reinforces Cheez-It’s role in social moments at home.

The Jason Manford partnership was developed and managed by ZEAL Collabs, ZEAL's specialist partnerships unit, while PR agency Tin Man Communications led wider media amplification.

Taste and product credentials continue to anchor the campaign, highlighting that Cheez-It is baked with 100% real cheese. This time, the brand is leaning into comedy with a refreshed creative look designed to build emotional connection and encourage trial among shoppers who know Cheez-It but have not yet tried it.

The work reflects a growing shift in FMCG towards using culture-led creativity to do the heavy lifting traditionally reserved for above-the-line media – with retail acting as the moment where brand and behaviour finally meet. The campaign will roll out across major UK and Irish grocers including Tesco, Sainsbury’s, Dunnes Stores, Asda, Morrisons and Co-op.

Rui Frias, UK Senior Marketing Manager, Cheez-It said: 

"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."

 

Jessica Harper, Group Account Director at ZEAL, added: 

"This is about using culture to solve a commercial challenge. 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."

 

The campaign will be measured across brand consideration, in-store visibility and sales uplift, with a clear focus on converting awareness into first-time trial and repeat purchase.