Cheetle – the delicious Cheetos dust left on your fingers after indulging in your favorite snack – is what makes the beloved orange snack a pantry staple. But how does Cheetos make it from the snack aisle onto the dinner table? Cheetos set out to hack dinner time by turning the fan-favorite snack into a topping, allowing fans to “cheetle-fy” any meal to amplify the experience.

Clear some space on your kitchen counter because the Cheetos Duster is your new daily meal prep staple. Designed with a sleek glass body and a Cheetos-orange hue, the first-of-its-kind kitchen gadget quickly grinds your favorite Cheetos snack into a savory orange dust – Cheetle. From there, the possibilities are endless – add to your breading mixture for a punchier fried chicken, sprinkle on top of your burrito for a cheesy finish, or even add it to your ice cream for a cheesy twist. The Cheetos Duster easily turns your favorite snack into a versatile ingredient while keeping your hands mess-free. This new recipe staple created counter space for Cheetos in a way the brand has never solidified before, showing consumers a new way to experience their beloved cheesy taste no matter what time of day.

We set out to break into new mealtime occasions, drive engagement with branded recipe videos, and increase overall sales during this key timeframe - and this program did just that. The Cheetos Duster instantly became a cultural phenomenon, earning Amazon’s #1 New Release in Mixers title on Black Friday weekend and selling out completely in only 2 hours (2,000 units sold). Gaining huge traction, the campaign exceeded on-site impression goals by 12x – reaching 6.2B impressions surrounding the infamous duster while driving to relevant Cheetle recipes. The campaign successfully changed brand perception by expanding into new mealtime occasions, garnering +7% in Ad Awareness and +10% in Recipe Association as measured by Kantar. Ultimately, the Cheetos Duster and support video content ignited Cheetos cravings, driving a $2.29 ROAS exceeding the benchmark by 32%.

To expand our mealtime footprint and create innovative recipe inspiration while driving consumers directly to the point of purchase, we partnered with Amazon to bring our mission to life. Together we created snackable holiday recipe content leading up to the product release to seed recipe messaging and drive saliency for Cheetos and mealtime occasions. With our program positioned during the winter holiday season, we targeted Cheetos fans who seek meal inspiration – tired of the same holiday stapes, the Cheetos Duster was entering the scene as a fresh way to revamp any recipe.