Case Studies

 

 

 

 

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 respectability.

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 years.

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.

EDUCATION KIT

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.

RESULTS

Frito-Lay's Minority 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.


 

 

 

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