Chester Cheetah is one of the most recognizable snack mascots in American pop culture, representing Cheetos, the crunchy cheese-flavored snacks made by Frito-Lay. Here's an in-depth history of Chester Cheetah, how he got started, the creatives behind him, voice actors, and whether he ever made it to Saturday morning cartoons:
🧀 Origins of Chester Cheetah
Creation & Concept:
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Chester Cheetah was introduced by Frito-Lay in 1986 as part of a rebranding effort to give Cheetos a cooler, more youth-oriented identity.
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Prior to Chester, Cheetos were marketed using a more generic cartoon mouse named “The Cheetos Mouse,” which never caught on like other snack mascots.
Ad Agency:
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The character was developed by ad agency DDB Needham (Chicago).
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The creative genius credited with spearheading Chester's development is Brad Morgan, who worked on the Cheetos account.
🎨 Design & Artistic Style
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Chester was drawn in a distinctive ‘80s-‘90s animation style: sleek, jazzy, sunglasses-wearing, with a laid-back attitude that bordered on rebellious.
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He often appeared in surreal, offbeat commercials chasing after Cheetos, only to be comically foiled — much like Wile E. Coyote chasing the Road Runner.
🎤 Voice Actor History
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Adam Scheinman (1986 - late 80s)
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One of the earliest voices of Chester Cheetah.
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Hal Rayle (late 1980s)
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Known for voicing numerous animation characters, Rayle gave Chester a more sarcastic tone.
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Maurice LaMarche (1990 - early 2000s)
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Known for The Brain (from Pinky and the Brain) and Futurama, LaMarche voiced Chester for years during his golden era.
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Marc Graue (2003 - ~2006)
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Brought in for a period when Chester got more edgy.
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Jim Cummings (various campaigns)
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Legendary Disney voice actor, occasionally filled in for Chester during certain ad campaigns.
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Adam Leadbeater (2010s - present)
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The modern voice, used in Cheetos’ rebranded “dangerously cheesy” campaign.
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📺 Saturday Morning Cartoon: Did Chester Ever Star in One?
Yes – kind of.
While Chester never had a mainstream Saturday morning cartoon show on a big network like NBC or ABC, there was an attempt to launch him as a full-on cartoon character.
“Yo! It's the Chester Cheetah Show” (Planned, early 1990s):
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In 1992, a cartoon pilot was developed called "Yo! It’s the Chester Cheetah Show", intended for CBS.
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The idea was to make Chester more than a snack mascot — a cool cartoon icon in his own show.
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CBS pulled the plug, partly due to concerns over regulations regarding marketing products directly to children through cartoons (basically, the show would’ve been a 30-minute snack commercial).
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The pilot never aired, but parts of it exist online and in archives.
🎮 Chester in Video Games
Even though the cartoon didn't take off, Chester did get two video games in the 1990s:
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Chester Cheetah: Too Cool to Fool (1992, SNES/Genesis)
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Chester Cheetah: Wild Wild Quest (1993, SNES/Genesis)
Both were platformers where Chester ran around collecting Cheetos and staying “cool.” The games were part of a larger attempt to franchise Chester’s character.
🧑🎨 Chester’s Cultural Legacy
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Chester evolved from a silly cartoon to a symbol of “cool rebellion.”
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In the 2000s and 2010s, the brand gave him a slightly darker, snarkier persona, turning him into a sort of anti-hero who encourages people to “embrace mischief.”
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He’s also been part of Super Bowl ads, pop art, memes, and fan fiction.