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Cheetos  |  The Cheetos Duster

General Manager & Executive Creative Director
Amazon, Brand Innovation Lab
2022

A breakthrough in culinary innovation. The Cheetos Duster has everything you need to grind Cheetos into the perfect ingredient — Cheetle.

Case Study
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Cheetos tasked us with strengthening the brand’s connection to recipes among their Gen Z audience during the holidays. In order to break through a cluttered time with a skeptical audience, we needed to do something totally unexpected.

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We bundled the duster with Cheetos products to capitalize on the social phenomenon of Cheetos-cooking, and created a tongue-in-cheek infomercial touting the wonders of Cheetos dust (Cheetle). The team also created a complementary recipe hub to showcase the tasty dishes Cheetle can create.

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Infommercial :90
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Recognition

2024 EFFIES
Gold, Snacks & Desserts
Bronze, New Product or Service Line Extension
Shortlist, New Product/Service Introduction - Commerce & Shopper
Shortlist, Business/Product/Service - Innovation/Marketing Innovation/Solutions

2023 DIGIDAY
Winner, Best Brand Partnership

2023 FESTIVAL OF MEDIA, NORTH AMERICA
Gold, Collaboration Award

2023 INTERNATIONALIST AWARDS
Gold Plus, Innovation in Media

Press

Rolling Stone
Hypebeast
Adweek
Food & Wine
Delish
Trendhunter
Forbes
The Seattle Times
Fox News

Credits

Head of NA Endemic
Adam Stalker

Head of US CPG & Grocery/ECD
Joseph Delhommer

Creative Director
Sarah Betts

Senior Art Director
Roxy Dalton
Elana Black

Senior Copywriter
Seth Mollerup

Design Director
Joseph Dasaro

Manager, Solutions Management
Shana Weber

Solutions Manager
Roey Feuerstein

Principal Brand Strategist
Jonathan Lum

Design Technologist
Alec Kunkel

Interactive Designer
Cassie Xu

Global Sr. Marketing Manager
Gina Avila

Account
Jeremy Kaplan
Jess Segal

Executive Producer
Rad Olievschi

Director
Mike Bernstein

Editor
Jamie Connors

Colorist
Gene Curley

©2024 Joseph Delhommer

High fives to all the awesome individuals who helped make this work possible.