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an ad strategy based on tigers

Since 2018, Cheetos has been the target of a new major competitor: PeaTos. These pea-filled copy-cats have one goal: be moderately more healthy than Cheetos. They've stripped out the common junk-food culprits, like artificial flavors and genetically modified ingredients, and they've replaced corn with peas. Their ad strategy -- rubbing it in Frito-Lays' face -- is nothing short of hilarious.


They've taken an amazingly small amount of money to create truly bad ads. And, it's working. This mock ad, designed to engage Millennials who have graduated to ingredient-conscious buying, flies in the face of the Cheetos brand in every way imaginable.

They've even tried to engage in open ad-wars with the Cheetos mascot, Chester. These display ads call Chester by name, and declare: "bring it on."


FoodDive states that in May, a cease and desist order was directed to PeaTos for their logo and slogan: "tigers live longer than cheetahs." After the launch of snacks.com by Frito-Lay, PeaTos even put up their own direct-to-consumer site: bettersnacks.com.

Clearly, this strategy takes guts. But, we're enjoying the show. And... admittedly opening up a bag of PeaTos while we watch.

Amy Alexander

Written by Amy Alexander

Valiant defender of client brands, creative genius, master of graphic design and photography, and mother of (cute, tiny) dragons at Story Collaborative. Once upon a time, a brilliant warrior princess and her family wanted to forge a business that cared about people as much as it cares about results - and so - Story Collaborative was born. With over a decade of experience in graphic design, Amy has developed brand experiences for large and small organizations across the US. After completing her B.S., Amy left freelance design consulting to work in higher education. There she managed print and digital experiences in a collaborative environment. She now has years of creative direction under her belt, providing a unique understanding of customer interaction with brand touch-points. When she’s not slaying giants for her cherished clients, she can be found relaxing and adventuring with her husband, twin girls Morgan and Mallory, and her extended family.