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Fritospowerpoint 111129231129-phpapp02
Frito-Lay wanted to change the perception that their snacks are unhealthy. A survey found only 30% of influencers saw Frito-Lay as offering healthy snacks. Frito-Lay's marketing objectives were to convert 85% of health professionals into advocates, generate positive media impressions, and elicit 250 online customer recommenders. Their strategies included engaging, educating, experiencing, and evangelizing key publics like health professionals, bloggers, and brand fans about Frito-Lay's commitment to healthier products. Tactics included roundtables, plant tours, social media campaigns, and evaluating the success of outreach at changing perceptions.
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Fritospowerpoint 111129231129-phpapp02
- 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 laysproduct
- 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 pt2 • Evidence-based, science- driven messages reviewed/shaped by influencers are critical
- 5. Key Publics • Anyform of media that’s aimed towards nutrition • Health professionals • Influential bloggers • Brand fans • Scientific/academic leaders • Health organization leaders
- 6. Marketing objective andGoals 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 • “Betterfor 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 • “GoodFun” • “Brand Fan” • “Healthy Snacking” nonverbal communication
- 12.
- 13. Spokespeople • Popular bloggerswho 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 werehosted 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 boothpresence 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.
- 17. Evaluation • 90% ofhealth 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 Bowloutreach 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.