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.

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?