1. Problem and opportunity
• Consumers believed that Frito-Lay snacks
are unhealthy
• Survey indicated that only 30% of influencers
agree that Frito-Lays offers healthier snacks

2. people perception
on lays product

3. Research Findings
• 92% of people say that recommendations
from family/friends/experts are the most
powerful influences on purchase decisions
• Evaluation of coverage found that it’s
important to tell the health and wellness
story without relying on one product

4. Research Findings pt 2
• Evidence-based, science-
driven messages
reviewed/shaped by
influencers are critical

5. Key Publics
• Any form of media that’s aimed
towards nutrition
• Health professionals
• Influential bloggers
• Brand fans
• Scientific/academic leaders
• Health organization leaders

6. Marketing objective and Goals
Change Change the perception of Frito-Lay’s
snacks from junk food to healthy food .
Convert 85% of health professionals to Frito’s
advocates
Generate positive media impressions
Elicit 250 online customer recommenders to
generate an additional impressions

7. Objectives
• Convert 85% of health professionals to
Frito’s advocates
• Generate positive media impressions
• Elicit 250 online customer
recommenders to generate an
additional impressions

8. Strategies
• Engage
• Educate
• Experience
• Evangelize
• Core messages -
• Better for you than you think!”
• Frito’s snacks are for health conscious
people on the go

9. 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

10. LOGOS-
• Evidence based, science-driven messages
Power words -
• “Good Fun”
• “Brand Fan”
• “Healthy Snacking”

11. Power Words
• “Good Fun”
• “Brand Fan”
• “Healthy Snacking”
nonverbal communication

12. Nonverbal Communication

13. 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

14. 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

15. 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

16. Tactics
• http://www.youtube.com/watch?v=t-sWa51

17. 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

18. 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

19. Questions?