Frito-Lay North America, Inc.

Jeannie Cho, Vice President Marketing
Ryan Matiyow, Senior Director of Marketing - Doritos & Cheetos Brands
Pat O'Toole, Senior Director of Marketing- Tostitos, Dips, Fritos

Goodby Silverstein & Partners *Lead Agency

Kristin Graham, Associate Creative Director
Jon Wolanske, Creative Director
Kurt Mills , Copywriter
Katie Lancaster, Account Manager
Ralph Paone, Brand Strategy Director

The Marketing Arm

Becky Beals, Associate Creative Director
Chris Lee, Digital Director

Ketchum

OMD

Caviar Content

Cheetos was a category leader but was facing pressure and needed to grow, especially its core business, Cheetos Crunchy. Instead ofasking people to snack more, the Cheetos Museum campaign asked people to look at Cheetos Crunchy in a new way, sparking anationwide hunt for the uncanny shapes hiding in any bag. The Museum curated over 100,000 submissions from real people into one massive Cheetos exhibit. It turned cheesy snacks into pieces ofart, created a new reason to buy Cheetos and set sales records along the way.