Herr’s: Crunchy Cheesy CHOMZ

Herr’s had launched their “Cheesy Stix” snack three times. Each time, it fizzled.

They came to Bald to find out why — and how to make people care.

What we uncovered was simple: no story, no flavor, no reason to reach for the bag.

So we rebuilt it from the ground up.

It started with a name — CHOMZ — crunchy, cheesy, impossible to forget. Then we gave it a voice that was loud, confident, and unapologetically fun. Real cheese. No fake colors. A cleaner, tastier snack with something its competitors didn’t have — personality.