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Frito-Lay’s Cheetos Brings Chester Cheetah to VR

Marketing in the metaverse

Cheetos, the crunchy and much-loved snack that was first introduced over 70 years ago by Frito-Lay is bringing Chester Cheetah, its official mascot to VR this Halloween.

The company earlier revealed Chesterville, a new digital suburban neighbourhood built as an experience inside Meta’s Horizon Worlds. Next stop – the metaverse…

Stacy Taffet, senior vice president of marketing for Frito-Lay commented, “As a culture-first brand committed to innovative consumer experiences, Cheetos is proud to lead Frito-Lay into the metaverse. This is a significant moment for both the brand and the portfolio as we broaden the ways we engage with fans, inviting them to experience Cheetos in an entirely new way. We can’t wait to welcome consumers into Chester’s virtual domain that brings his personality and Cheetos’ brand ethos to life.”

Set inside Horizon Worlds, Chesterville is a place where users can embrace their inner Chester Cheetah, ignore the traditional trick-or-treating and unleash some Halloween mischief. Players will be challenged to complete various tasks around Chesterville using tools and earn points on the “mischief meter.”

Cheetos fans and users who are unable to enter Chesterville won’t be left out of the fun as fans can head to and share their chosen flavour from October 23rd, 2022 until November 2nd, 2022. The winner will be announced on Cheetos’ social media platforms before it reappears in real life for participants come 2023.

Nada Stirratt, vice president of global business group at Meta said, “Forward-thinking brands are beginning to build immersive experiences and we’re thrilled that Cheetos is leading the pack with their launch of Chesterville, their first-ever virtual reality experience in Meta Horizon Worlds. It’s exciting to see such an iconic brand use our platforms to experiment and connect with consumers in new, innovative ways. We can’t wait to see how users everywhere embrace their inner Chester Cheetah this Halloween and beyond.”

Fans can also visit from October 20th to 24th and enjoy the new Cheetos Mac ‘N Cheese Box of Bones that’s available for a limited time and find out how they can enter for a chance to win a Box of Bones-inspired costume.

Chesterville is both Cheetos and Frito-Lay’s first venture into virtual reality. Fans can experience Chesterville in Meta’s Horizon Worlds on Meta Quest 2.

Written By

Isa Muhammad is a writer and video game journalist covering many aspects of entertainment media including the film industry. He's steadily writing his way to the sharp end of journalism and enjoys staying informed. If he's not reading, playing video games or catching up on his favourite TV series, then he's probably writing about them.

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