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PeaTos Tweaks The Nose Of A Snack Cheetah With “Hey Chester” Ad Campaign

August 18, 2020: 12:00 AM EST
Describing itself as a “young snack food upstart” and a “ground-breaking snack brand,” PeaTos is mounting a marketing challenge to snack behemoth Frito-Lay and its official Cheetos mascot Chester. The company is positioning its pea-based snack as a more healthful alternative to Cheetos and FunYuns that is just as tasty and crunchy. PeaTos says it has replaced the “old school base of corn and artificial ingredients” with peas and other clean ingredients that delivers two times the protein and three times the fiber per serving. The Los Angeles-based company‘s "Hey Chester" campaign features “intentionally provocative” billboards and “blunt” digital ads that proclaim PeaTos’ belief that it has outdone Frito Lay with a snack option “the market has been craving.” The secret to its success – PeaTos is now available at more than 4,700 retailers in the U.S. – is “the pulse-based heat and extrusion process,” the company notes. [Image Credit: © Business Wire/PeaTos]
"PeaTos "Hey Chester" Campaign Signals the Dawn of an Epic Food Fight", Business Wire, August 18, 2020, © Business Wire, Inc.
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