Frito-Lay TrueNorth - Cultural Movement Case
Pepsico Frito-Lay turned to StrawberryFrog to identify, create and build a new nationwide Cultural Movement in the United States from scratch. True North. A brand that is about finding your life's true passion sponsored by a brand whose passion is creating the world's most innovative nut snack.
The movement began with full page newspapers across the nation calling on people with passion to join. We built an online community, gave them tools and experiences, and then amplified this to over 40 million Americans by turning True North into the primary sponsor of the Academy Awards.
If you haven't already picked up a pack of True North snacks, one thing you will notice is the elegant modern design of the brand across all touch points, creating an extraordinary experience that is very different from the brands main competitor: Planters.
New York Times:
“The Academy Awards is a great environment for us,” said Kevin McKeon, partner and executive creative director at the New York office of StrawberryFrog. The agency produced three commercials for the show for the True North line of nuts sold by the Frito-Lay division of PepsiCo.
“When people watch the Oscars, they’re watching the best films of the year, the best stories of the year, the most inspiring,” Mr. McKeon said. “It’s the right place for this brand to be.”
One spot will reveal the winner of an essay contest sponsored by True North. The spot was directed by the actress (and Oscar winner) Helen Hunt.
