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.
Gold Reggie - Experiential Marketing Campaigns
Silver Reggie - Creativity & Innovation
Ex Award - Best Pop-Up or Retail Activation
We used our social channels to drive reservations and fully sold out in 6.5 hours.
For fans who couldn't get a reservation, we dropped a cookbook available for free download with all the restaurant's recipes.