Cheetos pulls a monumental stunt to honour cheesy dust

The prank plays on a homophone between the name of the snack's dusty residue and a hamlet in Alberta.
PepsiCo Foods Canada-Cheetos- proudly unveils a statue to commem

Did you know that the dust you get on your fingers when you eat Cheetos is called “cheetle?” No? Well, perhaps you are familiar with the small town in Alberta called Cheadle, which sounds the same?

Even if you didn’t know these two bits of trivia, the PepsiCo snack brand is looking to make you aware of both with a new stunt: it has erected a monument to both obscure bits of knowledge, taking the form of a statue shaped like a hand that is lightly dusted with cheetle, while holding a Cheetos puff.

“Cheetos fans have always known that the delicious, cheesy dust on their fingertips is an unmistakably delicious part of the Cheetos experience, but now it officially has a name: cheetle,” said Lisa Allie, senior marketing director for PepsiCo Foods Canada. “We’re excited to be celebrating cheetle and Canadians’ cheesy, Cheetle-dusted fingertips on such a grand scale and in such a uniquely mischievous way.”

The statue stands at almost 17 feet tall, right in central Cheadle at 400 Railway Avenue. The statue will remain there until Nov. 4, and both the brand and the hamlet are encouraging Canadians to pay it a visit, take a photo, and share it on social media.

“Cheadle is proud to be home to the ‘Cheetle Hand Statue.’ Where else could the Cheetos brand honour the iconic Cheetle, if not here,” said James Gosteli, president of the Cheadle Community Club. “While our residents will be the first to see the unique monument, we can’t wait for the rest of Canada to see it for themselves!”

PR agency Citizen Relations leads the campaign and is also responsible for the design of the statue.