Bring new life into the classic Fritos brand with a line extension and brand refresh.
Fritos has a bad reputation for being an unwanted chip. When compared to other chips, Fritos consistently rank last. They are often seen as the "struggle" snack you eat when there are no other options. In order to convince consumers to choose Fritos, the brand needs to be brought back to life.
In 1932, when Fritos was founded, it was a food and family based brand. Created in Charles Elmer Doolin's mother's kitchen, the corn chips were envisioned to be a side dish or an ingredient. Initial advertising encouraged people to cook with Fritos, and by the 1950s, Fritos were a staple in pantries across America.
More and more people feel as if there is not enough time in the day. When it comes to eating, simple solutions (such as snacking and eating out) are sought. While people aspire to cook more, they don't because it seems like a chore. They believe that cooking takes up too much time, and requires a level of expertise and skill that they don't have.
When paired with other foods, like chili, Fritos shine.
Reintroduce Fritos as more than a grab-and-go corn chip by bringing Fritos back to food, and back to family.
Show people how fun and easy it is to spice up a meal with Fritos.