Frito-Lay executives Christina Menendez, Pam Forbus and Christine Kalvenes conducted extensive research on men in order to retarget the marketing for Ruffles potato chips, which had previously been aimed toward families. One result of the research is a new "Ruff McThickridge" character, a 1970s-era parody, who says "Things are about to get Ruff" in the first spot featuring the character.
Lay's has added applewood smoked barbecue and sundried tomato and parmesan flavors to its Kettle Cooked potato chip line. "Consumers of Lay's Kettle Cooked potato chips, many of whom are baby boomers, are increasingly looking for more unique flavor experiences, while at the same time maintaining balance in their diets," said Tony Matta, Frito-Lay North America marketing vice president.
A new Frito-Lay marketing strategy is highlighting the 80 "local" farms in 27 states where potatoes are grown for Lay's potato chips. Consumers can type in their product codes at Lays.com to see where their chips were made.
PepsiCo's Frito-Lay brand is launching a low-sodium snack line of some of its popular chips, including Lay's potato chips and Tostitos tortilla chips. The chips, called Pinch of Salt, will have 30% to 50% less salt than the original snacks.
Frito-Lay will launch the Pure Joy supermarket tour on Oct. 21 with celebrity chef Dave Lieberman, to promote its recent shift to sunflower oil for Lay's and Ruffles potato chips. Lieberman will stop in 20 markets to host demos and educate consumers about sunflower oil.