Citizen Relations is a renowned brand that specializes in providing experiential impact and digital solutions. With a strong focus on creating memorable experiences, they offer a wide range of services to help brands connect with their audience in meaningful ways. One of their notable projects is the Cheetle In Cheadle campaign for Cheetos, a client of PepsiCo Foods Canada.

Recognizing that Cheetos lovers are passionate about the cheesy snack but often hesitant due to the messy residue left on their fingers, Citizen Relations aimed to make Cheetle a part of Canadian snackers' everyday language. To achieve this, Citizen Relations created a 17-foot-tall monument in Cheadle, Alberta, to celebrate the iconic Cheetos dust. The statue quickly gained attention and became a viral sensation, attracting fans from all over.

The campaign generated significant global media coverage, reaching 2. 2 billion impressions and earning traditional and social hits. Not only did the campaign increase awareness and positive sentiment towards Cheetos, but it also resulted in a remarkable shift in sales, including a 47% increase in regional sales and a 23% increase in national sales of Cheetos Puffs snacks.

Citizen Relations' innovative and impactful approach turned a weakness into a distinctive brand asset, delivering exceptional results for their clients