For its first major influencer campaign in the United Kingdom, Cheetos has traded shelves for streetwear. With help from global digital agency DEPT®, the $3 billion snack brand is launching a bold new creative initiative that blends food, fashion, and culture — all with the signature orange flair of “Cheetle Dust.”
Fronted by British-Punjabi graffiti artist Navinder Nangla and fashion creator Aly Meghani — who boasts over 1.3 million TikTok followers — the campaign turns a casual snacking moment into wearable art. At the center: a limited-edition tee called “Pashion 4 Cheetoz,” born from an improvised act of inspiration in the streets of Soho.
The story unfolds in short-form video content, told through both creators’ perspectives. Aly, casually wiping orange dust on his t-shirt after eating Cheetos, sparks Navinder’s imagination. In true street artist fashion, Navinder turns the stained tee into a unique piece of art. The campaign reaches its peak with a surprise one-hour pop-up drop in a London corner shop, where fans can grab the exclusive shirt via geolocation.
Beyond the hero duo, more than 30 Gen Z creators amplify the campaign with lo-fi “corner shop fit checks,” behind-the-scenes TikToks, and vlog-style reactions. The result is a dynamic blend of humor, irreverence, and street-level creativity that captures the energy of young consumers who crave something different.
“Cheetos is part of US culture. To reach Gen Z in the UK, we needed a new mindset — a new era for the brand,” said Rachael Smith, Senior Marketing Lead at Cheetos. “This collaboration with Navinder and Aly shows how Cheetos can live beyond the shelf, in the world of fashion and creativity.”
Bel Moretti, Creative Director at DEPT®, added, “You don’t get many chances to turn an ad into a cultural moment. With Cheetos, we took the playful messiness of the brand and transformed it into something iconic and wearable — a real blend of mainstream love and niche appeal.”
With its finger on the pulse of Gen Z culture, Cheetos is turning “Cheetle Dust” into a fashion statement — and proving that a snack can be more than just a snack.
