• by Fern Siegel , August 18, 2023

Cheez-It Puff'd snack has partnered with streaming show "Recess Therapy, which boasts 5 million followers, for a new four-week series focused on confidence and positivity.

The food brand is tapping the success of the show's "Corn Kid" viral phenomenon last year. The show targets millennial parents and kids with fun, often inspiring content.

The campaign, which begins today, August 17, premieres on Recess Therapy’s YouTube and Instagram channels.

"Recess Therapy" and Doing Things led the creative for the series.

The Puff’d Talks series offers videos featuring youngsters who share their take on various topics, such as “What it’s like to face your fears?” Issues of self love and growing up are also addressed.

Host Julian Shapiro-Barnum is focused on sustaining strong connections between parents and kids and how encouraging words  help them to achieve confidence and self-esteem.

Each episode will integrate the Cheez-It Puff'd brand into "Recess Therapy." Here's the first episode.

Doing Things' portfolio consists of more than 35 creator brands with a combined community of over 85 million people.

"Back-to-school can be a challenging time for young ones as they navigate new experiences and relationships, as well as parents helping their children prepare for these changes," said Erin Storm, senior marketing director for Cheez-It.

"Our collaboration with ‘Recess Therapy’ reaches parents looking for delicious, one-of-a-kind snacks for the family and shines a light on young individuals by giving them a platform to share their voice and experiences,” she added.