The One Show
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Category
Packaging / Specialty / Limited Edition
Annual ID
OS25_DE079M
Background
In recent years, the snack market has become increasingly competitive, with new brands offering more-nuanced flavors, varying intensity levels and healthier options to meet the evolving tastes of Gen Z and millennial consumers. As a legacy brand, Cheetos needed a way to stay relevant.
The challenge: How could Cheetos breathe new life into its five-year-long-running campaign “It’s a Cheetos Thing” and stay top of mind in the increasingly crowded snack market?
The challenge: How could Cheetos breathe new life into its five-year-long-running campaign “It’s a Cheetos Thing” and stay top of mind in the increasingly crowded snack market?
Creative Idea
By closely researching how hundreds of our consumers interact with Cheetos, we uncovered a staggering insight: 99% of them eat Cheetos with their dominant hand.
For most brands, this stat wouldn’t mean much—but for Cheetos, it’s a game changer. It means that the hand people rely on most becomes completely covered in bright-orange Cheetos dust (a.k.a. Cheetle), forcing them to do everything else with their non-dominant hand.
So we built an entire campaign around this simple yet relatable fact, showing what happens when people from all walks of life eat Cheetos with one hand and are left using their other, not-so-dextrous hand for everything else. And there was no shortage of hilariously relatable examples.
Beyond reinforcing brand awareness, the campaign also highlighted another undeniable and relatable truth: Cheetos fans prioritize eating Cheetos over everything else, even if it leads to total chaos.
For most brands, this stat wouldn’t mean much—but for Cheetos, it’s a game changer. It means that the hand people rely on most becomes completely covered in bright-orange Cheetos dust (a.k.a. Cheetle), forcing them to do everything else with their non-dominant hand.
So we built an entire campaign around this simple yet relatable fact, showing what happens when people from all walks of life eat Cheetos with one hand and are left using their other, not-so-dextrous hand for everything else. And there was no shortage of hilariously relatable examples.
Beyond reinforcing brand awareness, the campaign also highlighted another undeniable and relatable truth: Cheetos fans prioritize eating Cheetos over everything else, even if it leads to total chaos.
Insights & Strategy
When we asked our consumers in research about their experience of eating Cheetos, we noticed a trend: Almost all of them ate Cheetos with their dominant hand, which meant they used their non-dominant hand to do everything else.
From laundry to homework to their job, other tasks were relegated to the other hand so that Cheetos— and, more importantly, the delicious Cheetle—could be freely enjoyed.
So when we arrived at the stat that “99% of people eat Cheetos with their dominant hand,” we put it front and center in our new campaign. Because most people think a lot about which snack they eat, but few think about how they eat it.
Which led to a key question: What if we made people think about Cheetos by making them think about which hand they eat it with, and how they end up doing everything else with the other hand?
From laundry to homework to their job, other tasks were relegated to the other hand so that Cheetos— and, more importantly, the delicious Cheetle—could be freely enjoyed.
So when we arrived at the stat that “99% of people eat Cheetos with their dominant hand,” we put it front and center in our new campaign. Because most people think a lot about which snack they eat, but few think about how they eat it.
Which led to a key question: What if we made people think about Cheetos by making them think about which hand they eat it with, and how they end up doing everything else with the other hand?
Execution
Through a truly integrated campaign, we showed how this insight applies to all kinds of people—from barbers to surgeons to font designers to even NBA champion Jamal Murray. And across every execution, we used the same key stat: “99% of people eat Cheetos with their dominant hand. Even …”
As part of the broader campaign, we created a brand-new font—designed entirely with the designer's non-dominant hand. We also created a new illustration of the brand’s mascot, Chester Cheetah, using the other hand.
We then combined those two things in a limited-edition Cheetos bag, created entirely with the non-dominant hand. Which looks as ridiculous as it sounds. Then, we dropped LTO bags in selected stores across the country and gave them away to fans and influencers, who went wild.
As part of the broader campaign, we created a brand-new font—designed entirely with the designer's non-dominant hand. We also created a new illustration of the brand’s mascot, Chester Cheetah, using the other hand.
We then combined those two things in a limited-edition Cheetos bag, created entirely with the non-dominant hand. Which looks as ridiculous as it sounds. Then, we dropped LTO bags in selected stores across the country and gave them away to fans and influencers, who went wild.
Results
Cheetos fans and collectors went crazy over the limited-edition Other Hand Bag.
By highlighting our distinctive brand asset, the integrated Other Hand campaign turned a simple behavioral insight into an entire campaign that made people think about the way they eat Cheetos. Which made them think about eating Cheetos. Which made them buy more Cheetos. Despite the savory-snack category declining by 0.58%, Cheetos sold 5,000,000 more bags (Cheetos core only) during the campaign compared to the prior period, growing its share in the category even amid the boom of new product releases.
By highlighting our distinctive brand asset, the integrated Other Hand campaign turned a simple behavioral insight into an entire campaign that made people think about the way they eat Cheetos. Which made them think about eating Cheetos. Which made them buy more Cheetos. Despite the savory-snack category declining by 0.58%, Cheetos sold 5,000,000 more bags (Cheetos core only) during the campaign compared to the prior period, growing its share in the category even amid the boom of new product releases.
2025 Awards
Total Points: 3
Merit
Credits
Agency
Goodby Silverstein & Partners
Media Agency
OMD Media
VaynerMedia
Agency In-House Production Company
Omnicom Production
Omnicom Studios
Production Company
Kollectiff
dummy.
Music / Sound Production Company
Sonic Union
Post Production Company
Arcade Edit
Company 3
Hey Presto!
The Mill
Art Director
Cale Berry
Fabio Leite Santoro
Associate Creative Director
Chris Magura
Katie Haller
Chief Creative Officer
Chris Bellinger
Margaret Johnson
Chief Marketing Officer
Brett O'Brien
Copywriter
Pedro Furtado
Creative Director
Chris Greer
Daniel Righi
John Leonti
Nick Greenberg
Director
Harold Einstein
Pedro Penna
Director of Photography
Glynn Speeckaert
Editor
Dave Anderson
Executive Creative Director
Ben Therrien
Eamonn Dixon
Isaac Silvergate
Stefan Copiz
Strategist
Ana Colicchio
Strategy Director
Seva Mangat
Assistant Editor
Chris Angel
Max Hoffman
Executive Design Director
Ryan Self
Executive Producer
Hillary Thomas
Sara Ward
Global Brand Strategy Director
Alan Stout
Group Strategy Director
Cassidy Wilber
2D Lead
Anton Anderson
2nd Camera
Emilio Diaz
Account Director
Camille LeJeune
Christen Koribanics
Manuela Gould
McKenzie Badger
Megan Garner
Account Executive
Nick DiPietro
Account Manager
Caroline Lee
Daniel Bradley-Villarini
Fallon Emmett
Assistant Account Manager
Caleb Mahlungulu
Katie Pellegrini
Kevin Hyde
Maggie Greene
Assistant Mixer
Joey Glick
Associate Director, Integrated Media Planning
Allie Gordon
Associate Director, Media Investment
Rachel Jadis
Associate Manager, Consumer Insights
Will Passera
Audio Mixer
Tom Paolantonio
Audio Post Producer
Justine Cortale
Brand Manager, Cheetos Brand Marketing
Parker Finlinson
Branded Content and Marketing Communications
Ketchum / New York
Business Affairs Manager
Howie Mapson
Business Affairs Specialist
Yelena Kompaneyets
CEO PFNA
Steven Williams
CMO PepsiCo
Hernán Tantardini
Color
Paul Byrne
Color Assistant
Quinn Wright
Stephen Winterhalter
Color Producer
Ryan Moncrief
Colorist
Tim Masick
Communication Strategy Director
Jacob Sperla
Costume Designer
Esteban Arzate Galindo
Creative Production Management
Direct Focus, Inc
Director of Business Affairs
Judy Ybarra
Director, Cheetos Brand Marketing
Hana Golden
Director, Consumer Insights
Brodie Dunn
Director, Hey Presto!
Tim Bathurst
Director, Media Investment
Kelly Ward
Director, OOH Investment
Staci Schutze
Director, Post Production and Creative Technologies
Kyle Craner
DP
Harvey Glen
EP Live Action
Jennifer Sargent
EP/Partner
Sila Soyer
Executive Director, Client Leadership
Marisa Polin
Executive Director, Media Investment
Monica Wiedemann
Founder & CEO
Levi Eichenstein
Group Account Director
Chris Nilsen
Shanley McClure
Travis Culver
Head of Production
Jim Haight
Head of Studio, Omnicom Studios
Michael Damiani
Lead Motion Artist
Zach Seidner
Manager, Brand Communications
Lindsey Smith
Manager, Cheetos Brand Marketing
Hannah Sheffield
Manager, Operations + Experiential
Jade Jetjomlong
Managing Partner
Brian McPherson
Outdoor Advertising
Red Rock
Outdoor Media Group
Outdoor Media Group
Partner, Head of Brand Strategy
Bonnie Wan
Partner, Head of Communication Strategy
Christine Chen
Post Coordinator
Siena Kuhn
President
Barry Rosen
Product Specialist
Steve Starkman
Production Coordinator
Ekta Joshi
Production Designer
Patrick Lumb
Production Specialist
Lauren Renz
Project Manager
James Murphy
Regional Director, OOH Investment
Susan Rezmovic-Cohen
Senior Analyst, Brand Communications
Elly Hayn
Senior Director, Brand Communications
Dan Cohen
Senior Director, Cheetos Brand Marketing
Flavia Simoes
Senior Post Producer
Cece Melton
Senior Vice President, Frito-Lay Core Brands
Tina Mahal
Sound Designer/Mix Engineer
Steve Rosen
Sr. Director, Integrated Media Planning
Katelyn Muchowski
Sr. VP, Sales
Jeremy Levine
Trafficking Manager
Rowena Cuejilo
VFX Generalist
Nuwan Gunarathne
Vice President
Anne Flavin
Courtney Fagan
VP, Experiential + Innovation
Jeff Rynkiewicz
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