FRITO - LAY
Frito-Lay, Inc., the
world's largest manufacturer of snack foods, determined a need to increase
brand loyalty and corporate visibility among minority consumers. Over an
extended period, Focus Communications developed and implemented a
comprehensive communications strategy that included special events and public
relations programs and projects designed to influence the minority segment of
the Frito-Lay market, thus elevating the company to unprecedented heights and
FRITO-LAY / NCNW SALUTE TO BLACK WOMEN
WHO MAKE IT HAPPEN
Focus created the Frito-Lay / National Council of Negro Women, "Salute
To Black Women Who Make It Happen" achievement awards program. This
public relations program became a cornerstone biennial event for Frito-Lay
for nearly 10 years. The awards ceremonies in Washington, D.C.,
attracted more than 1,000 personalities and dignitaries each program year.
Our efforts resulted in national publicity and awareness for Frito-Lay in the
form of a one-hour cable television program on Black Entertainment Television
(BET), a special White House reception hosted by Former First Lady Barbara
Bush for the awards finalists and a Communications Excellence To Black
Audience (CEBA) Awards of Merit.
Nominations from private and public sectors in more than 30 states were
submitted in response to brochures, entry forms, a newsletter and
advertisements developed and distributed by Focus.
A consumer promotion cause related campaign was created
by the agency to increase sales of specific Frito-Lay brands and heighten
consumer and public awareness of the event. Discount coupons books were provided, encouraging supporters of NCNW to redeem
the coupons for a free four-color commemorative poster of prominent Black
women and to help raise funds for NCNW.
To provide maximum visibility, Focus executed an intensive national media
relations campaign that generated over 250 stories and articles in
publications including the Baltimore
Sun, Washington Times, Los Angeles Herald Dispatch, Chicago Sun-Times, The
Dallas Morning News, Good Housekeeping and Essence Magazines. We were also
successful in securing appearances on radio and television talk shows.
MINORITY BUSINESS DEVELOPMENT PROGRAMS
Focus Communications has been instrumental in aiding the company to earn its
reputation as a staunch advocate and supporter of Minority Business. The agency planned, developed, coordinated
and executed multiple cities Minority Business Development Trade Fairs to
increase Frito-Lay's purchasing efforts in select markets. Attendance
exceeded expectations and resulted in widespread publicity, including a
Knight Ridder national wire story, coverage in The
Dallas Morning News, Los Angeles Times and Atlanta Journal.
Because of its
commitment to minority business development, Frito-Lay received numerous
awards, including being named Advocate of the Year
by the White House Commission of Private Sector Initiatives, and Corporation
of the Year by the Dallas Regional Minority Purchasing Council and the
Atlanta Business League. Focus was also able to arrange for Los Angeles Mayor
Tom Bradley to present a proclamation to Frito-Lay for the company's efforts
in minority business development.
"If You Share Our Commitment To Quality, You Could Have A Share of Our
Business," theme developed by the agency was used
as the general theme for company’s overall purchasing program for
BLACK/HISPANIC RECIPE COLUMN
To increase name awareness and usage of Frito-Lay products among Black and
Hispanic consumers, Focus Communications developed a weekly syndicated recipe
column that ran in 75 Black and Hispanic newspapers across the United States.
Titled, "Quick and Easy Meals" and "Recectas
Rapidas Para La Familia,"
the recipes ran for years and showed consumers how to use Frito-Lay products
when preparing family meals. A toll-free telephone number was
provided with each recipe. The recipe columns provided Frito-Lay with
"free advertising" and increased its market exposure in two very
important market segments.
Focus Communications developed the "Celebration of Achievement"
education kit which served as a valuable
instructional tool for teachers in teaching Black history. Containing
little-known facts about the many contributions of Black Americans, the
information was distributed to school districts in
the top ten Black markets across the United States.
Business Development program is now recognized as a
national model, and its support of Black women has been applauded. Both of
these groups are now an important segment of the company's consumer base.