Burger King has debuted an unusual unboxing video unveiling its latest product innovation: Mac n' Cheetos. The brand recently announced the limited-edition tie-up product with Frito-Lay, which the restaurant describes as a handheld take on macaroni and cheese, ideal for on-the-go snackers. The product essentially takes macaroni and cheese, covers it in a special Cheetos coating, and fries it into 310 calories of American food innovation glory meant for handheld eating.
And who better to introduce it to eaters than Cheetos spokescat Chester Cheetah?
In Burger King's unboxing video, the smart-mouthed feline breaks down details of the concept, even describing "some sort of flappy thing" on the box. Chester does not even appear to pretend to eat the product in the video, yet gives it two thumbs up.
"No one understands snacking better than Cheetos, and our expertise at Burger King restaurants is serving guests on the go, so it just made sense that we come together to reinvent this favorite food like it's never been done before," Alex Macedo, Burger King's North American president, said in a statement.
Of course the fried macaroni and cheese concept has been done before, minus the Cheetos branding. The Cheesecake Factory, for one, has fried macaroni and cheese. Even Wayback Burgers, one of the collaborators on BK's much talked about Peace Day burger, sells its own mac & cheese bites with more of a triangular shape.
In any case, Chester Cheetah is a busy cat these days. Along with the Mac n' Cheetos work, he is also apparently helping to curate the Cheetos Museum, an online look at the odd shapes people see in Cheetos. Thanks, Internet.
Code and Theory is the creative agency on the YouTube video, with Brehm Lab on production and Horizon Media on media.
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