CHEETOS
Turning crisp dust into a cultural
marker with Passion for Cheetos
Turning crisp dust into a cultural
marker with Passion for Cheetos
Creative Director: Bel Moretti
Lead Creative: Meg Day & Bradley Palmer
Head of Influencer: Tiah Slattery
Agency: DEPT
DOP: Liam James
TikTok Awards
Greatest Creative (Shortlisted)
Greatest Creative (Shortlisted)
In the US, Cheetos is a $3B cultural icon - but in the UK, that relevance just didn’t exist.
PepsiCo set us a goal: grow Cheetos to a £100M brand in three years by repositioning it as a cult Gen Z force across fashion, culture and mischief.
As Pepsi Co’s Creative & Influencer partner, our challenge was to fundamentally reimagine Cheetos in the UK - not through incremental growth, but by transforming it into an unmissable cultural brand.
We created a fashion-first idea rooted in “Cheetle” - turning Cheetos’ iconic orange dust into a bold, cheese-dusted streetwear moment designed to feel native, earned and culturally real.
Partnering with creators Navinder Nangla and Aly Meghani as true creative collaborators, we launched Cheetos’ first-ever UK campaign entirely on TikTok - embedding the brand into fashion culture and sparking conversation where Gen Z actually lives.
PepsiCo set us a goal: grow Cheetos to a £100M brand in three years by repositioning it as a cult Gen Z force across fashion, culture and mischief.
As Pepsi Co’s Creative & Influencer partner, our challenge was to fundamentally reimagine Cheetos in the UK - not through incremental growth, but by transforming it into an unmissable cultural brand.
We created a fashion-first idea rooted in “Cheetle” - turning Cheetos’ iconic orange dust into a bold, cheese-dusted streetwear moment designed to feel native, earned and culturally real.
Partnering with creators Navinder Nangla and Aly Meghani as true creative collaborators, we launched Cheetos’ first-ever UK campaign entirely on TikTok - embedding the brand into fashion culture and sparking conversation where Gen Z actually lives.
We brought the hype into the real world and gave fans a space to connect with it IRL.
Navinder announced a limited-drop of the tees on his Instagram, Available for just one hour at a London corner shop.
The community queued from 3pm.
We opened at 5pm.
By 5:02pm, every shirt gone.
But the crowd stayed hours after, connecting IRL.
An actual real moment for the community with Cheetos at its heart.
IMAGE CREDS: Albert Williams | @awildns
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