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.