Cheetos' integrated effort promotes Mighty Zingers

PepsiCo's Frito-Lay division kicked off an integrated effort on April 1 to promote its Mighty Zingers Cheetos product.

Cheetos' ad agency Goodby, Silverstein & Partners created the effort, which features the www.chestersfeed.com interactive site.

The site includes “Chester's Picks” videos, photos, news, games and recipes, all of which are branded with the “Chester Cheetah” mascot. The site also encourages fans to upload their own videos and artwork and has a link to the company's Facebook page.

Online advertising, TV and out-of-home marketing will also support the product launch.