When snack brand Cheetos visited a Brick Lane c-store for its latest campaign, it showed how boldness and creativity can influence footfall from younger shoppers and drive the Gen Z conversation.
In a category bursting with choice, launching new products into the impulse market is just the starting point. Retailers need support to create standout in-store experiences that capture shoppers’ attention and drive trial. This is especially true in savoury snacks, where Gen Z (18- to 24-year-olds) are actively seeking bold flavours and fresh formats – making effective activation more important than ever.
In line with this, Gen Z is reshaping the category. These younger shoppers crave connection, from brands that bring energy, creativity, and cultural relevance. The younger generation’s preferences are driving a shift toward campaigns that combine digital and physical, offering experiences that feel authentic, exclusive, and shareable.
Convenience stores are fast becoming hotspots for Gen Z shoppers, with 51% saying they’re more likely to shop for food and drink in physical stores [Attest]. These local hubs play a vital role in their daily routines - whether grabbing a quick snack, discovering new flavours, or engaging with brands in real life. That makes convenience retail a prime touchpoint for reaching this influential audience. By working together, brands and retailers have a powerful opportunity to create engaging in-store moments that resonate with Gen Z’s appetite for immediacy, and cultural relevance.
For retailers, this presents a clear opportunity: stocking brands that speak Gen Z’s language isn’t just about staying current, it’s about driving growth. By championing culturally relevant brands that spark repeat engagement, independent retailers can unlock stronger impulse sales and build lasting loyalty among the next generation of savoury snackers.
Where culture meets creativity: brands winning over Gen Z
The iconic US snack brand, Cheetos, has been on a mission to help independent retailers achieve this across 2025. Kicking off with a major UK reinvigoration back in March, alongside two striking new Fiery Jalapeño & Cheese and Original Cheese flavour launches, this activity has been a hit with shoppers. In fact, the Cheetos brand is now worth £32.2m in value [Nielsen], and has experienced impressive double-digit growth, up +33.2% [Nielsen].
Cheetos took this success to the next level in August with the launch of its biggest-ever, social-first influencer campaign. Aiming to take a community-based approach to engage Gen Z authentically through relevant creators, Cheetos brought unmissable energy straight to London’s Brick Lane with a high-impact activation. Recognising the important role independent stores play in the lives of Gen Z, the activation took place outside Costprice Minimarket on Brick Lane, with the brand working closely with store manager, Noz, to develop the campaign.
Tapping into the Gen Z merch drop-style trend, Cheetos teamed up with artist and fashion-forward creator, Navinder Nangla, to host a Cheetos product drop for one hour only. Fans were also given the opportunity to pick up a limited run of Cheetos x Navinder Nangla fashion merchandise, including Cheetos-inspired t-shirts.
Consumers got to watch on as Navinder brought his bespoke Cheetos creation to life by spray painting his unique “Pashion 4 Cheetos” design on a canvas outside the store to kick off the event. Limited-edition t-shirts, which featured the same design, were also gifted to Navinder’s followers in attendance. Additional fashion-forward Gen Z creators attended and engaged shoppers as they queued for the exclusive merch and sampled all three Cheetos flavours. The limited-edition packs and t-shirts ran out in just four minutes - proving the power of cultural relevance with Gen Z shoppers.
Bold and creative – the partnership brought the brand straight into the heart of Gen Z and helped further showcase convenience stores as hotspots for flavour, fashion, and shareable moments. With Navinder’s street-savvy following showing up in force, the activation drove a real buzz. Gen Z shoppers - already loyal to Cheetos and big on snacking from local stores – were not just tasting but talking.
This activation is just one example of how brands and retailers can join forces to spark engagement with Gen Z shoppers. With this audience craving discovery and shareable moments, even simple in-store tactics - such as eye-catching displays, exclusive drops, or social-first activations - can turn a product launch into a cultural moment. Retailers looking to drive footfall and conversation should be speaking to brands now to co-create experiences that not only attract Gen Z, but get them talking, posting, and coming back for more.
Noz, store manager at Costprice Minimarket, Brick Lane, commented:
“We were thrilled to team up with Cheetos for this activation – it’s a brand that really clicks with our younger shoppers. Collaborating with a fashion-forward creator like Navinder brought a fresh energy to the store, helping to drive footfall and trial through sampling and giveaways. It has been a brilliant way engage directly with a Gen Z audience, put our store on the map and, we hope, keep us front of mind with shoppers when they’re looking to pick up their favourite snack in future.”
See all the content from the drop on Cheetos’ UK&I TikTok here.
