Lay's to Launch New Image Campaign
January 13, 2009 - News
Comments

DALLAS—Ad Age reported that Frito-Lay North America has hired Toronto-based Juniper Park ad agency to create a multimillion dollar campaign to highlight Lay’s potato chip image, pointing to the fact that the salty snack is made from just three ingredients—potatoes, sunflower oil and salt.

The "Happiness is Simple" campaign, which includes print, online and national TV spots, begins Jan. 18 and will result in a double-digit spending increase for Lay's this year.

Gannon Jones, vice president of marketing at Frito-Lay North America, said the new campaign isn't trying to elevate Lay’s to a health-and-wellness platform, but rather give permission to eat Lay's potato chips at a time when consumers have become increasingly concerned about their calorie and fat intake. The campaign also dials down the brand's more indulgent messaging of old, such as "Bet you can't eat just one."

"We're not trying to suggest that this is a hard-core health product at all," Jones said. "The line we're trying to walk with this campaign is to remind [consumers] about everything they love about the brand while addressing some of the misperceptions."[that Lay's are overprocessed and unhealthy].”

Sources:

Comments
comments powered by Disqus
Related News
News
Healthy adults should consume between 20%-35% of their calories from dietary fat, increase their
News
Healthy changes made to McDonald's Happy Meals successfully lowered calorie intake by default,
News
Eating fatty fish, such as salmon, herring and mackerel, at least three to four times a week has
News
For many children eating school lunch, chocolate milk is a favorite choice. Removing it from the
News
People who go to restaurants may be persuaded to eat more calories if they go with their peers,