One person’s misshapen, cheesy snack food is another person’s piece of art.
Just ask the most passionate fans of Cheetos, the crispy, cheese-puff snack that has been around since the 1940s.
Tapping into that passion was the key to a multi-year strategy that has transformed and boosted Cheetos’ public profile, Ryan Matiyow, Frito-Lay’s senior director/marketing for North America, told delegates at the Association of National Advertisers’ (ANA) 2018 Digital and Social Media Conference.
It was all made possible by the snack-food company’s focus on “looking at the world through the eyes of...