Cheetos’ Art of The Crunch Campaign
Campaign • Spring 2025
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This campaign for Cheetos leans into a truth that's been hiding in plain sight: Gen Z and Millennials don't treat Cheetos as a snack; they treat it as an ingredient. They're crushing it on ramen, sprinkling it on mac and cheese, and racking up millions of views doing it. So instead of fighting the chaos, we decided to celebrate it with the kind of reverence usually reserved for French cuisine.
Enter "Le Cordon Orange" — a fictional culinary institute where Chester Cheetah serves as Dean of Delicious, orange fingertips are mandatory, and Cheetle-covered hands are the mark of a true artist. The campaign spans radio spots, outdoor advertising, and an influencer mailer designed as a culinary school admissions kit, complete with embossed acceptance letters, recipe cards, a mini chef's hat, and a "Cheetle Mitt."
The tone is playfully pretentious, self-aware but never self-deprecating, and confident enough to treat "Poulet Frit à la Poudre d'Orange" with the same gravity as actual French cooking. Because sometimes the best culinary innovation starts with crushing up a bag of Cheetos and seeing what happens.