The Cheetos Duster
Cheetos
General Manager & Executive Creative Director
Amazon, Brand Innovation Lab
2022-2023
A breakthrough in culinary innovation. The Cheetos Duster has everything you need to grind Cheetos into the perfect ingredient — Cheetle.
Case Study
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.
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.
Infommercial :90
Recognition
2024 EFFIE AWARDS
+ 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
2024 THE SHORTY AWARDS
+ Silver, Food & Beverage
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
©2025 Joseph Delhommer
High fives to all the awesome individuals who helped make this work possible.