The pandemic negatively impacted the food and dining industries, along with society’s ability to enjoy these comforts. Leveraging the opportunity to reach audiences at home, First We Feast (Complex Networks’ dynamic food brand) and Cheetos sought to demonstrate how cooking with Cheetle (the famous dust from Cheetos products) can spark joy and safely bring families together during the holiday season. To achieve this, First We Feast created “Cheetos Feast”–a celebrity talent-led social video campaign–to meet consumers where they are and inspire innovation of at-home dining using a variety of out-of-the-box holiday recipes.
The “Cheetos Feast'' campaign includes three social videos themed around tentpole holidays: Halloween, Thanksgiving and Christmas. Each video follows renown chef and personality Matty Matheson and platinum-selling rapper Saweetie, as the duo hilariously demonstrate how to utilize Cheetle in three unique, easy-to-make recipes.
The two created Flamin’ Hot Limón Mango Jello Shots for Halloween, a Cheesy Cheetos Turkey Parm for Thanksgiving and an unexpected Easy Cheesy Cheetos Fudge for Christmas—all featuring Cheetle from Cheetos products. The talent used their natural ability to entertain to convey the ease and accessibility of these exciting recipes.
To make the recipes even more accessible, First We Feast distributed the videos across First We Feast’s social and editorial platforms (Facebook, Instagram and Twitter) and amplified them using run-of-network banners. The content was also posted on the talent’s social channels.
The “Cheetos Feast” campaign surpassed all expectations by overdelivering on the brand’s benchmark by 107%.
From a consumer perspective, Matty Matheson and Saweetie’s upbeat energy offered a bright spot across the social media sphere during unprecedented times. Sentiment was positive for First We Feast’s highly-engaged social audience.
First We Feast and Cheetos wanted to build on its goal of accessibility beyond the initial campaign run, therefore the recipes will continue to live on First We Feast’s website to encourage families to revisit for future holidays.