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Lay's Chips reviewing creative

Creativity | 4 months, 1 week ago


Pitch

PITCH

Creativity

TargetSUMMARY | About this pitch

Lay's chips is reportedly nearing the end of a creative review. The Frito-Lay brand is hearing pitches from several agencies, including BBDO, Crispin Porter + Bogusky, TBWA\Chiat\Day, R/GA and Deep Focus.

Sellers - Lay's measured media spend has increased every year since 2014, and this year is no different. Therefore, keep an eye on the review and be ready to secure dollars around a campaign the new shop will develop. Focus on TV, since the bulk of Lay's spend is allocated there. Current ads seem to be targeted to a female audience, so bear this in mind when going after dollars.

Omnicom's OMD handles media buying and planning for most brands across Frito-Lays' portfolio, Lay's included. This relationship is heavily entrenched - OMD has held the account since 2002 - so it is really a toss-up whether this will review soon. Deep Focus has worked on projects for Lay's in the past, as the chip brand has all but abandoned the AOR model in recent years. In fact, Lay's last AOR was Energy BBDO, which lost creative work in May 2015.

Client CLIENT | Lay's's Customer Analysis


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