Recreating a Cult Classic

The Challenge

In 2019, PepsiCo’s Cheetos answered fans’ prayers by launching an exclusive Flamin’ Hot menu with Belles Hot Chicken – a partnership that was created from scratch by Porter Novelli.

How We Shaped The Story

The collaboration was the most successful brand partnership ever executed by Belles Hot Chicken, with more than 3000 Cheetos Flamin’ Hot sandwiches sold in just three weeks. The Flamin’ Hot menu was so popular that Belles extended the collaboration with “Fiery Fridays”.

Why it Counts

We also generated more than 50 pieces of media and social coverage, reaching 17.92 million Australians. Editorial coverage was achieved in four major metropolitan titles, including the Daily Telegraph and Herald Sun, along with popular lifestyle outlets Concrete Playground and Urban List.

The partnership was so popular that Aussies started demanding the Flamin’ Hot spice be made for Twisties and Doritos.