Building Advocates to Change the

Perception of Frito-Lay Snacks

by Joscelyn Lasky

ISSUE

• Consumers believed that Frito-Lay snacks were unhealthy.

Research Methods• Market research for brand

preference

• Case studies to enlist brand support

• Benchmarking survey on Frito products

• Overall evaluation of current products

• Media analysis

Research Findings• 92% of people say that recommendations

from family/friends/experts are the most powerful influences on purchase decisions

• Survey indicated that only 30% of influencers agree that Frito-Lays offers healthier snacks

• Evaluation of coverage found that it’s important to tell the health and wellness story without relying on one product

Research Findings pt 2

•Evidence-based, science-driven messages reviewed/shaped by influencers are critical

Key Publics

• Any form of media that’s aimed towards nutrition

• Health professionals

• Influential bloggers

• Brand fans

• Scientific/academic leaders

• Health organization leaders

Goals

• Change the perception of Frito-Lay’s snacks from junk food to healthy food.

Objectives

• Convert 85% of health professionals to Frito’s advocates

• Generate 40MM positive media impressions

• Elicit 250 online customer recommenders to generate an additional 8MM impressions

Strategies

• Engage

• Educate

• Experience

• Evangelize

Core Messages

• “Better for you than you think!”

• Frito’s snacks are for health conscious people on the go

• The company is committed by converting to healthier oils and removing all trans fats from their products

Logos

•Evidence based, science-driven messages

Power Words

• “Good Fun”

• “Brand Fan”

• “Healthy Snacking”

Nonverbal Communication

Spokespeople

• Popular bloggers who worked with Frito-Lay’s to host giveaways.

• chosen to become familiar with the audience and to make the audience aware of the campaign

Tactics• Roundtables were hosted with the

Society for Nutrition Education and American Dietetic association to familiarize key influencers with Frito-Lays

• Identified nearly 2,000 influential chip lovers online interested in learning more about Frito-Lay’s; invited to a brand fan program

Tactics• Coordinated booth presence at

blogger conferences Healthy Living Summi and Social Luxe Lounge.

• “Chip Challenge” on Twitter

• Hosted media, bloggers and health professionals at Frito-Lay plants in 6 states to see first hand how the food is prepared

Tactics

• http://www.youtube.com/watch?v=t-sWa517Yh4&feature=related

Evaluation• 90% of health professionals

reported a more positive view of Frito-Lay

• 89% of people agreed that snack chips could be a good snack option

• 19,000 + visitors to various snacking website inquiring about Frito’s new healthier products

Evaluation

• Super Bowl outreach resulted in 2 national segments, 6 local segments and 7 blog posts featuring Fritos as a healthier snacking option

• Featured on The Today Show

• 130 plant tour participants

• Electric truck coverage

• Thousands of visitors to the youtube channel

Questions?