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Building Advocates to Change the Perception of Frito Lay Snacks
Source: SO08 Silver Anvil Award
Product Code: 6BW-0802C11
Organization/Author/Firm: Frito-Lay, Zocalo Group / Ketchum
Industry: Food - Beverage / Health - Medical - Pharmaceutical
Specialization(s): Reputation Management / Brand Management / Advertising Branding
Format: Campaign Case Study (Silver Anvil)
Summary
2008 Silver Anvil Award Winner – Reputation Management / Brand Management – Business – Companies with Sales Over $10 Billion
Frito-Lay’s motto “good food for the fun of it” captures the essence of its entire snack chip portfolio, but it takes more than a catchy phrase to shift perceptions of products considered junk food while elevating a 63-year-old company’s reputation as a health and wellness innovator. The team targeted influencers who impact public opinion toward Frito-Lay, designing a strategy to gain their support while equipping them with resources to share Frito-Lay’s “better-for-you than you think” story with consumers. In ten months, Frito-Lay has established a base of trust with influencers, arming 34,000 with message-multiplying materials, while significantly increasing positive/decreasing negative media coverage of the company and brands.
