: Frito-Lay’s SunChips brand is running a
multichannel campaign to promote a com-
postable chip bag it introduced on March 31.
The initiative includes banner ads, online
video, social media and search marketing.
The brand’s ad agency, Juniper Park, and
media agency, OMD, created the effort.
Although the brand unveiled some cam-
paign elements during the Olympic Winter
Games in Vancouver in February, Frito-Lay
launched the vast majority of the program
during the week of March 29, when the bag
ﬁrst arrived in stores.
“Our customers are consumers who care
about their personal health and planetary
health,” said Carrie Walsh, director of mar- down in an hour. Video of the event will run
keting at Frito-Lay. “The feedback we’ve on Current and YouTube next month.
gotten from our consumers is that our pack- The brand, which features a video of the
aging is the thing that needs to be more envi- bags breaking down on www.sunchips.com,
ronmentally friendly. The strategy behind is also encouraging consumers to share their
the campaign is to announce the launch of thoughts about the product on Facebook and
our new bag.” Twitter. Frito-Lay is also urging consumers
The brand, working with Current TV, on the site to create their own composting
is also challenging consumers to create and operations in their backyards.
submit videos encouraging positive change Frito-Lay, a division of PepsiCo, also
in the world. Former Vice President Al Gore, launched a digital consumer-engagement
the chairman and co-founder of Current, will campaign to promote its potato chips last
select the winning video, which will air on month. Called the “Happiness Exhibit,” the
the network during Earth Week. initiative encouraged consumers to share
According to Frito-Lay, the bags are 100% photos of happy moments in their lives. The
compostable and made with plant-based brand will later make the photographs a part
polylactic acid, a renewable material that of a growing online photo montage. Juniper
breaks down in approximately 14 weeks Park and OMD also worked on that effort, as
when placed in a hot, active compost bin. did word-of-mouth agency Fanscape. Flickr,
Frito-Lay is planning full distribution by iVillage and People are also partners.