Chisme is the closest translation to “gossip” in Spanish and it is universal in Hispanic countries.
Chisme + Cheez-It = Cheezme
To launch Cheez-It’s first ever Hispanic Influencer program, we met American Hispanics at the intersection of culture, beauty, and snacking on Extra Toasty Cheez-It Crackers in a way that shines a light on Gen Z’s favorite community building activity: gossiping.
Because both Chisme and Cheez-It Crackers are meant to be shared.
Role: Art Director
Highlighted in Mintel’s 2025 Global Consumer Trends Report
RESULTS: 49MM+ Influencer Impressions, 59K+ Engagements, increased purchase intent by 10% on Instagram and 15% on TikTok, 64% of engaged audience was Hispanic, and campaign content reached 13x the Hispanic audience than current Cheez-It followers.
Weber Shandwick // Cheez-It