THE SPOTTED CHEETAH: A RESTAURANT BY CHEETOS

experiential, digital content, social, Print, mo-cap

CHALLENGE: How can Cheetos embody consumers’ imaginations and affinity for Cheetos beyond a beloved snack?

IDEA: Open the world’s first all-Cheetos restaurant, a 5,000-square-foot brick-and-mortar establishment that took over the Tribeca area during NYC Restaurant Week.

DETAILS: The restaurant was fully designed — from the tableware to the wall art and even the toilet “paw-per” — to bring Cheetos to life.

A partnership with celebrity chef Anne Burrell granted PR legitimacy to the menu, with 11 Cheetos-infused menu items combined with thematic cocktails for a multi-course experience.

Additionally, a motion-capture rig and two-way cameras allowed an actor portraying Chester Cheetah to greet guests and interact with them — a first-ever live dialogue between our mischievous mascot and consumers.

RESULTS:
• Over 4.1 billion earned PR impressions — the most talked-about program
in the brand’s history, nearly tripling the goal.

• 3,413 earned news placements in print, online, and broadcast — double what was anticipated.

• 630 million earned social media impressions — twice the benchmark.

• All 500 tables booked in under six hours.

• Over 8,000 tables waitlisted by hopeful consumers

AWARDS:
Reggie Awards
• Gold: Experiential Marketing Campaign
• Silver: Creativity & Innovation

The Ex Awards
• Best Pop-Up or Retail Activation