Frito-Lay to offer all-natural products; campaign to follow


Looks like the “Food for the fun of it” tagline may soon be retired. In 2011 Frito-Lay will make Lay’s potato chips, Tostitos and SunChips and more brands all-natural. In fact, some 50% of the product portfolio will be made with all natural Ingredients. To support, Frito-Lay is launching what it calls the largest integrated marketing campaign in the history of the company. Retailers are beginning to stock up on the new products, and more will be available in Q1. The company will launch its national campaign 1/1 during the Tostitos Fiesta Bowl, company spokeswoman Aurora Gonzalez said. It includes a significant focus on digital and social mediums to connect with consumers.

More than six dozen varieties of Frito-Lay products will be made with all natural ingredients, also including all the flavors of Baked! snacks and Rold Gold pretzels by the end of 2011. 

The national television campaign also features broadcast and cable networks and will focus on the real employees behind the products made with natural ingredients, from the purchasing agents who buy ingredients, to culinary center chefs who inspire new products.

Print will highlight the real food ingredients and appearing in a variety of national print outlets. The print effort will include Quick Response codes that leverage scan technology to unlock additional content, including recipes and culinary webisodes. 

In-store promotions include redesigned packaging, partnering with top-tier retailers and media for co-op advertising.

Frito-Lay will also use advertising and marketing to drive consumers to Facebook.  Most of the ads – and for the first time ever, packaging – will list branded Facebook pages. Frito-Lay will claim the broadest portfolio of consumer products that include a Facebook URL on packaging to date.

The messaging will specify no artificial or synthetic ingredients, including no artificial flavors or artificial preservatives, or ingredients such as MSG, yet still have the great taste consumers expect from Frito-Lay. Throughout the campaign, Frito-Lay is highlighting its “seed to shelf” story, said Ann Mukherjee, Frito-Lay SVP/chief marketing officer.

New products made with all natural ingredients are now becoming available at retailers nationwide with more products launching throughout 2011. The reformulated products will be easily identifiable in stores with a stamp on package that calls out that the product is made with all natural ingredients.

RBR-TVBR observation: We called to inquire, and have to wonder, why radio was not included in the effort, being that is the biggest in company history. The immediacy of being in the car and heading to the grocery store or convenience store and hearing this messaging could quickly convert the trip into a product buy for one of the brands.