Cheetos has awarded its tender!

This is yet another PepsiCo tender decided with Przestrzeń's participation. This time, the agency has won the account for the main Cheetos brand campaign in the coming year.

A big idea combining CSR with fun

As part of the campaign, Przestrzeń will create a big idea that combines CSR activities with consumer engagement initiatives. The agency and the Cheetos team do not want to reveal details yet, but as Małgorzata Sakowicz, Senior Brand Manager of the Cheetos brand, emphasises, unusual companions will appear alongside Chester (the brand's hero). – Chester will be delighted! But not only him. We are preparing great fun for kids and their parents, and the best part is that thanks to this fun we will do something good together – adds Małgorzata Sakowicz.

Campaign launch in the second quarter

The campaign launches at the beginning of the second quarter, with digital as the main channel, supported by TV communication and in-store activities.

Previous cooperation with PepsiCo

Przestrzeń has been working with PepsiCo since the agency was founded in 2018. It previously ran campaigns across several dozen European markets for the brands Lay's, Lay's Oven Baked and Lay's MAXX.

Concepts from the article

TV — Television. An audiovisual medium distributing programmes, advertising and video content via linear channels, streaming or hybrid television. TV campaigns require planning of reach, frequency, spot format, airing and audience measurement.

Cheetos tender: what does Przestrzeń's win mean?

Why it matters: Still unparalleled in building mass awareness: no other channel delivers so many contacts with an audiovisual message at once. A TV presence lends credibility to a brand in the eyes of retailers too.

When it is used: For mass product launches, brand building and campaigns requiring fast, broad reach.

What skipping it risks: Without television, quickly building broad recognition requires piecing together reach from many smaller channels — slower and not always cheaper.

Summary

Cheetos has entrusted the agency Przestrzeń with handling the brand's main campaign for the coming year. The agency is to develop a big idea combining CSR activities with consumer activations, and unusual companions will appear alongside the mascot Chester. The launch is planned for the beginning of the second quarter, with digital as the main channel and support from TV and in-store activities.

Przestrzeń has been working with PepsiCo since 2018, having previously run campaigns for the brands Lay's, Lay's Oven Baked and Lay's MAXX across several dozen European markets. This is another tender won in this relationship, confirming the corporation's long-term trust in the agency.