2023 Winner

Cheetos lovers know all about the iconic orange dust found on their fingers after eating a bag of chips but few are aware of the official term for the dust: Cheetle. So PepsiCo Foods Canada, with Citizen Relations, erected a 17-foot statue of a hand holding a Cheetos Puffs snack in the tiny Alberta hamlet of Cheadle – “Cheetle in Cheadle.” The statue caught the attention of the public and drew tourists, and even got a mention by actor Don Cheadle. Mentions of “Cheetle” increased by 1,750% and Cheetos Puff snacks experienced a 23% increase in national sales.

Credits

CCO: Josh Budd
Art Director: Shirley Xu Wang
Copywriter: Marly Dichter
Production: Frankie
Executive Producer: Dave Lembke
Fabricator: F&D Scene Changes
VP: Alexandra Green
Director: Emily Walker
Account Managers: Niki Javdan
Senior Account Executives: Alexandrea Smith
Account Executives: Katie Haller
SVP, Strategy: Lindsay Page
Research Analyst: Shamshir Malik