When most people think about public relations, they picture press releases, crisis control, or
polished media statements from company executives. And although those are major parts of the
PR world, some of the best PR work happens when brands take bold and unexpected risks
often with a little humor and a whole lot of creativity. As a PR student working at, 1853
Communications, I’ve learned that the most effective campaigns don’t always come from the
biggest budgets or the most obvious ideas. Sometimes, the best ideas come from turning a
product flaw into a feature, hijacking a competitor’s turf, or literally paving the road for better
delivery. In today’s post, I want to share three cool, unique, and innovative PR campaigns that
surprisingly worked incredibly well.

Cheetos’ “Hands-Free” Campaign
Watch the ad
Launched in February 2020 during the Super Bowl, Cheetos teamed up with Goodby Silverstein
& Partners to flip one of their messiest problems into pure PR gold. What was their genius idea?
Lean all the way into the iconic orange “Cheetle” dust that gets all over your fingers and use it
as an excuse to do absolutely nothing. The “Hands-Free” campaign featured a hilarious ad with
MC Hammer and the tagline “Can’t Touch This,” showing people dodging chores and other
tasks just by snacking on Cheetos.
But it wasn’t just a funny Super Bowl moment—it became a full brand pivot that made the iconic
Cheetle dust part of pop culture. The campaign also tied in with the rise of voice assistants and
hands-free technology, keeping the concept modern and relatable.
What was the best part of this campaign? It didn’t shy away from Cheetos’ flaw—the Cheetle—it
turned it into a lifestyle. The campaign stayed true to Cheetos’ quirky brand, and audiences
loved the humor and authenticity behind it. It racked up over 70 million YouTube views and
sparked a wave of memes, engagement, and positive press coverage.

Burger King’s “Whopper Detour” Campaign
Watch the overview
Launched in December 2018, FCB New York helped Burger King launch the “Whopper Detour,”
a campaign that felt more like a tech startup than a fast food PR campaign. What was their
legendary idea? Offer customers a Whopper for just one cent—but only if they ordered it from
the Burger King app while standing within 600 feet of a McDonald’s.
The campaign drove 1.5 million app downloads in just nine days, pushed Burger King to the top
of the App Store charts, and generated massive media coverage in outlets like AdWeek, CNN,
Forbes, and The Verge. It was a viral hit that blended mobile marketing with playful trolling
between brands. The campaign even won a Grand Prix at the Cannes Lions Festival in 2019, one of PR’s highest honors, but most importantly, consumers loved it.

Domino’s “Paving for Pizza” Campaign
Coming in at number three is Crispins, formerly Crispin Porter + Bogusky, idea from June 2018
for Domino’s to create local partnerships to fix potholes. While most pizza chains focus on
toppings, stuffed crusts, and deals, Domino’s looked outside the box. Launching the “Paving for
Pizza” campaign, Domino’s set out to fund pothole repairs in small towns to ensure safe delivery
of their pizza. Cities could apply for grants, and once approved, Domino’s would send funds and
even brand the freshly paved roads with “Paved by Domino’s” logos. Within the first few months,
Domino’s fixed potholes in more than 20 towns, including cities in Texas, Georgia, California,
and Delaware. The campaign was extremely funny, practical, and unexpected. It earned over
35,000 local nominations and a ton of positive press from both national and local outlets.
It branded Domino’s as a reliable, community-minded company that goes the extra mile.

In conclusion, these PR campaigns demonstrate the power of thinking outside the box and
embracing creativity. Whether it’s turning a flaw into a feature, creating viral buzz with playful
competition, or improving communities in unexpected ways, these brands have shown how bold
ideas can lead to massive success. For us PR professionals, these examples serve as a
reminder that the best campaigns are often the ones that take risks and break away from the
conventional norms.