Mary's Gone Crackers

Launching Cheezee crackers—extra cheese but hold the cheese

Vegan cheese has a credibility problem. Consumers want plant-based options but disappointing substitutes have made them skeptical. Mary's Gone Crackers needed a launch that could generate excitement and win over even the most committed dairy lover.

The opportunity

"Vegan cheese" is a hard sell. "Extra cheese" isn't. We lead with the flavor payoff, and let the vegan credentials be the twist, not the disclaimer.

The Insight

We launched Cheezee with bold flavour-first messaging, positioning it not as a healthy alternative but as the most unapologetically cheesy cracker on the shelf. The vegan story lands as a pleasant surprise.

The Solution

Photo Art Direction
Visual Identity & Asset Development
Organic & Paid Social

My role

The campaign identity leans into the playful contradiction at the heart of the product. A chunky, distressed display typeface gives "More Cheezee" the visual weight of a snack brand that doesn't take itself too seriously, loud enough to stop a scroll with enough texture to feel handcrafted rather than corporate.

The swirling background pattern references the molten movement of melted cheese while giving every execution a warm, retro energy.