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Bring new life to this classic brand with a line extension and a brand refresh.
In 1932, when Fritos was founded, it was a food and family based brand. Charles Elmer Doolin perfected the recipe in his mother's kitchen, with the help of his family. The corn chips were envisioned to be a side dish or an ingredient, and Doolin's mom used Fritos in recipes, such as her Christmas Fruit Cake. The brand encouraged people to cook with Fritos, and by the 1950s, Fritos were a staple in pantries across America. We wanted to bring Fritos back to food and back to family.
THE CULTURAL TRUTH.
Nowadays, more and more people feel busy. Without enough time in the day to accomplish everything on their to-do lists, people turn to simple solutions. When it comes to eating, more people are snacking and eating out. While people aspire to cook more, they aren'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.
THE CONSUMER TRUTH.
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. However, when paired with other foods, like chili, Fritos shine.
THE BRAND TRUTH.
Fritos has a bad reputation for being an unwanted chip. The brand's identity is low and it is struggling.
Today, Fritos is wrongly positioned as a sole chip. There's an opportunity to change that. We wanted to take Fritos from a confused corn chip to a convenient complement.
Reintroduce Fritos as more than a grab-and-go corn chip.
We wanted encourage people to use Fritos in more recipes by showing them that it makes food fun.
BRAND + PACKAGE REFRESH.
Fritos has had the same logo for decades. We decided to freshen it up by making it simple, yet recognizable.
Oh - and we also added various recipe ideas on the back of the bags to show people the possibilities for pairing Fritos with their food.
One bag of Fritos is 9 servings. We updated the packaging to be resealable. Whether you're grabbing a handful to snack on, or using half of the bag in a Frito Pie, the chips will stay fresh!
Customers are actively seeking new chip innovations.
We introduced a range of Fritos products that make it easier for people to pair Fritos with their favorite foods and experience new flavors.
The new products will be featured on in-aisle displays next to foods they pair well with.
For example, the tostada boats and crunch bowls would be featured in the meats section, while the crunch cones and crumbles would be displayed near ice cream and frozen deserts.
Our traditional advertising pushes the idea of fun further by encompassing games to play with food and Fritos.
Print, featured in family friendly magazines, would showcase Fritos games, like Chili Chip Crumble, and include instructions on how to play, and what's needed.
Instructional "how to play" videos will be shared across social channels.
Chili Chip Crumble - How to play (00:16)
Fritos has had success partnering with fast food brands in the past. We want to bring back brand partnerships. To encourage brands to work with us, we will start conversations with them on twitter to peak their interest and gauge consumer interest.
OUT OF HOME.
We will also place billboards carrying the partnership messaging near restaurants.
There's an opportunity for Fritos to have a presence at sports and entertainment events, as well as food and music festivals.
A tent will travel across the country giving out bags of Fritos, recipe samples, and encouraging people to participate in Fritos games.
There will also be a food truck that travels to events and locations to encourage trial of food with Fritos.
The campaign will build a stronger fan base for the brand, while attracting new consumers. It will also increase sales of Fritos by reframing it as a complement.
Awarded best class project as voted by our peers.
Alana Loveys (Creative Brand Manager), BriElle Munizzi (Art Director), Robert Hylton (Copywriter), James Realubit (Experience Designer), Severin Didriksen (Strategist)
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