Kellanova’s Cheez-It® brand has announced a high-profile athlete collaboration, partnering with basketball superstar Jimmy Butler to release Cheez-It Original: Jimmy Butler Limited Edition.
The partnership introduces a collector's box featuring the athlete, designed to deepen the brand's connection with basketball culture during the high-volume sports viewing season.
Snacking and Sports Culture
The collaboration is underpinned by strong category insights regarding consumption habits. Cheez-It cites data indicating that 75% of fans reach for salty snacks during sports viewing, validating the strategy to leverage an NBA icon to drive brand relevance on game days.
The campaign focuses on the theme of "authenticity," aligning the brand’s "100% Real Cheese" claim with Butler’s reputation for being "100% real" on and off the court.
Campaign Mechanics
The limited-edition release wraps the classic Cheez-It Original cracker in packaging that features Butler’s likeness, turning a standard pantry staple into a piece of fan memorabilia.
Beyond the packaging innovation, the campaign includes a consumer engagement element: a courtside sweepstakes offering fans the chance to win tickets to see their favourite team play.
Jimmy Butler commented on the personal nature of the partnership: "I've always believed in being 100% real and my authentic self. Cheez-It Original is my go-to snack off the court, so teaming up with Cheez-It to create my own box was a natural way to put a stamp on something I already love and help celebrate the game and the fans who make basketball culture what it is."
Cara Tragseiler, Senior Brand Director for Cheez-It, added: "Jimmy is original in every sense of the word. He plays the game on his own terms and stays true to who he is. Cheez-It Original: Jimmy Butler Limited Edition taps into that same mindset, giving fans a bold, authentic collaboration they've been craving from a player who keeps it 100% real."
Cheez-It Partners with NBA Star Jimmy Butler for Limited-Edition Collector’s Box
