Cheetle in Cheadle

Alberta has a penchant for oversized food landmarks. So when Cheetos discovered a small Albertan hamlet called Cheadle, Citizen Relations saw an opportunity. Without notice, the brand installed a 17ft tall statue of fingertips covered in Cheetle – Cheetos' iconic orange dust – in the hamlet. News spread organically on social media, and before long, thousands of fans visited from far and wide for a selfie with the snack. It generated global coverage in a matter of days in the media – not just regionally but in 28 countries around the world.

CCO: Josh Budd
CW: Marly Dichter
AD: Shirley Xu Wang