In 2017, inspired by our inventive consumers’ homemade Cheetos dishes, everyone’s favorite cheesy snack brand opened the first-ever restaurant in New York to serve and celebrate Cheetos. Guests went wild for the first interactive CGI Chester who dazzled diners with a personalized, one-on-one conversation. And Cheetos-lovers who weren’t able to join the fun in New York could taste the mischief right in their own homes with a free download of our digital cookbook.
We made history with the biggest PR metrics the brand had ever seen: Sold out in 6.5 hours, 8.5K+ parties waitlisted and a total of 4 billion + impressions.
This cookbook was available for download on the restaurant's website as a free gift to all our fans.
We utilized our social channels to generate awareness and announce the opening of reservations.
AGENCY: The Marketing Arm
ROLE: Art Director
CW: Cat Darby
CD: Leo Santos + Becky Beals