Case Study: PepsiCo Foods Canada boosts Cheetos awareness with Citizen Relations

PepsiCo Foods Canada drives 2.2 billion impressions with Citizen Relations

The customer, PepsiCo Foods Canada, faced the challenge of driving awareness for Cheetos by making "Cheetle," the cheesy residue on fingers, a recognized term among Canadian snackers. To increase its relevance, vendor Citizen Relations developed an experiential strategy to celebrate the dust with fans rather than simply telling them about it.

Citizen Relations executed a campaign by building a 17-foot monument to Cheetle in the small Alberta hamlet of Cheadle. This statue became a viral sensation, generating massive global media coverage and social buzz. The results were significant, including 2.2 billion impressions, over 1,800 earned media hits, a 1,750% increase in "Cheetle" mentions, and a 23% increase in national sales, delivering over $33 million in media value for PepsiCo Foods Canada.

PepsiCo Foods Canada