In its first UK influencer campaign, Cheetos brings to life the authentic, messy joy of the snack.
In its first ever global influencer campaign, Cheetos is bringing to life the authentic messy joy of the snack by turning ‘Cheetle dust’ (the orange dust leftover from the snack) into wearable art.
The campaign is the first UK influencer campaign from the PepsiCo snack brand. Launched with agency, Dept, the campaign aims to tap into the snack’s cult following and drum up brand love as the product enters major UK retailers.
The campaign is made up of social content from two fashion-forward creators, Navinder Nangla and Aly Meghani. A series of creator-led content combines the ‘mischievous genius’ of British-Punjabi graffiti artist and designer Navinder Nangla with the cultural currency of fashion icon Aly Meghani, who boasts 1.3 million TikTok followers.
The two creators aren’t just the start of the ads, they bring their own authentic vision to ensure the content speaks to their audiences. As part of the campaign, a new bespoke drop of Navinder Nangla tee designs have been reimagined with a ‘Cheetle’ twist.
In a series of social content, a story unfolds that shows the two creators being struck by unusual inspiration from Cheetos. A ‘caught on camera’ style video shot in Soho shows how a ‘Cheetle’ covered T-shirt becomes a moment of inspiration for Nangla. After seeing Meghani wipe ‘Cheelte’ dust on to his shirt, the artist is inspired to create a bespoke piece of wearable art. Aly shares the moment from his perspective, with the series culminating in Navinder’s ‘Pashion 4 Cheetoz’ tee drop.
The campaign culminates in Navinder announcing a limited drop of the Cheetos tees on Instagram. Tapping into drop-style hype, T-shirts were available via an exclusive pin drop corner shop location for one hour only.
In a nod to meme culture and fandom, the campaign aims to engage with Gen Z by tapping into the trend of lo-fi, relatable content.
‘Cheetle dust’ was born out of existing on and offline, cultural conversation. The social media campaign allows Cheetos to build the cultural narrative and engage Gen Z as the conversation builds.
Rachael Smith, Senior Marketing Lead at Cheetos, explains: “Cheetos is part of US culture. We had to think differently to build our own Gen Z brand embedded in fashion and culture in the UK. A new mindset. A new marketing era for the brand. Partnering with Navinder & Aly has been an exciting collaboration as we take Cheetos beyond the shelf and into fashion culture.”
The quirky campaign finds humour and creativity in the mundane to inspire conversation across Instagram and TikTok, into the real world. As part of the wider campaign activity, over 30 fashion-forward Gen Z creators are set to amplify the mischief of Cheetos by posting corner shop fit checks. The lo-fi slice-of-life content will feel TikTok-native and include behind the scenes, raw, vlog-style content from creator attendees.
The playful campaign builds cultural conversation through authentic social media discourse. By tapping into the lo-fi creativity of creators, Cheetos introduces its much loved messy differentiator to new audiences.
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