US snack brand, Cheetos, brought a burst of energy to London’s Brick Lane yesterday with a high impact activation outside Costprice Minimarket.
Tapping into what it calls the “Gen Z drop-style trend”, the brand teamed up with artist, Navinder Nangla, to host a Cheetos product drop for an hour only. Fans were also given the opportunity to snap up a limited run of Cheetos x Navinder Nangla fashion merchandise.
The activation follows the brand’s bold relaunch earlier this year and forms part of Cheetos’ wider reinvigoration strategy, designed to reintroduce the iconic snack to UK audiences with fresh energy, cultural relevance and all-new flavours.
Nangla brought his Cheetos creation to life by spray painting ‘Pashion 4 Cheetos’ - his bespoke design – on a canvas outside the store to kick off the event. Limited t-shirts, which featured the same design, were also gifted to Navinder’s followers in attendance. Additional fashion-forward Gen Z creators attended and engaged shoppers as they queued for the exclusive merch and sampled the Cheetos flavours, including its latest Original Cheese launch. Content is also set to appear across the creators’ social media channels.
Phoebe Chapman, senior brand manager at Cheetos, said: “Earlier this year, we reinvigorated our iconic US Cheetos brand within the UK, marking the start of a new and exciting journey for the brand. We knew that we wanted to take a community-based approach to engage Gen Z authentically through relevant creators, and this activation has allowed us to take this to the next level.
“Partnering with Navinder Nangla has been the perfect way for us to drive this reach through his young, street-savvy following. We know that the Gen Z audience Cheetos is so popular with enjoy picking up their favourite snacks from convenience stores and capturing moments to share online.”
Noz at Costprice Minimarket added: “We were very excited to have been asked by Cheetos to be involved with this activation. Cheetos resonates with our Gen Z shoppers, so this kind of activation is a unique way for us to appeal to that audience.
“It’s been fantastic to see how partnering with a relevant artist can engage so many shoppers in a different way to the norm and generate the amount of attention it has captured both in person and online. Activity such as this helps to get our store name on the map, with the sampling and merch giveaways also driving trial with new and existing shoppers.”
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