Cheetos Mac ‘N Cheese x Coral Castillo
Gamma Communications, Inc. proudly received the 2023 Marcom Platinum Award for Viral Marketing in recognition of our campaign’s extraordinary success. With millions of impressions and overwhelming audience engagement, the campaign’s impact even extended to the runways of NY Fashion Week, driven by high demand for the capsule collection.
CHEETOS Mac ‘N Cheese wanted to reach their fanbase in a buzzworthy way to celebrate the success of their brand. Given that Chester Cheetah always wears high-tops, Gamma conceptualized creating “MAC-Tops” and “Fanny MACs” utilizing the emerging trend of MACramé design in high fashion to create a full capsule collection totaling six items — MAC-Tops in three colors, and Fanny MACs in three colors — to be shared with influencers, press, and the CHEETOS Mac ‘N Cheese loyal fanbase.
Gamma worked with Coral Castillo, a haute couture macramé designer well known from being a finalist on Project Runway, to create the collection which went viral through influencer marketing and a unique giveaway.
The program which went live August 9, 2023, included a shoot day to capture key assets for the social and digital advertising components of the campaign, media day interviews conducted with multiple reputable media outlets, influencer seedings with 10+ high profile lifestyle influencers reviewing parts of the collection, and a microsite to enter the limited-edition capsule collection giveaway, which received hundreds of thousands of entries.