Frito-Lay has been pioneering the world of snack foods since its founding in 1961. In 1965, Frito-Lay joined with Pepsi-Cola to form PepsiCo. and bring joy to snack lovers everywhere. Today, their joint mission to Win with Purpose is defined by winning in the marketplace, accelerating growth, and staying committed to the planet and the company’s communities. The Frito-Lay family includes 50,000 employees across 29 individual snack brands — the potatoes the company uses each year would reach the moon and back if you stacked them end to end, allowing them to produce about 100 pounds of snacks per second.
As a snacking mainstay, the Frito-Lay brand did not lack visibility in the market. Instead, the goal was to boost perception and product affinity in contrast to other snack brands during the busy holiday season. The brand’s agency, OMD, went in search of unique, memorable, and engaging ad formats for the Frito-Lay holiday campaign. After hearing good things about the proven engagement track record of Tapjoy’s INTERACTIVE END CARDS (IECS), OMD reached out to Tapjoy for help introducing IECs to their omnichannel approach during the noisiest season of the year.
Average time in ads
Game completion rate, 2.5x benchmark
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Cutting through the noise to maximize brand lift
Launching a pilot campaign to test IECs was a natural next step in Frito-Lay’s exploration of contextually relevant placements through mobile and programmatic ad channels. This initial IEC campaign would need to build a clear picture of the campaign’s performance impact, making it easy to understand the results and bolstering the company’s multi-channel approach to media.
OMD’s main goal for their first foray into IECs was to achieve maximum brand lift for Frito-Lay over the course of a one-month test during the holiday season. The team wanted to drive engagements without sacrificing brand safety, so it was essential to reach the broadest possible audience while ensuring placements were aligned with Frito-Lay’s standards.
Driving engagement within an awareness campaign was also top of mind for OMD. How could Frito-Lay leverage new ad formats to get more out of their efforts than they could with standalone video, for example? Testing IECs was intended to use the format’s naturally occurring added value engagement tactics to push the possibilities of awareness campaigns even further.
Because the campaign would be tied to Frito-Lay’s holiday promotion, one of the key challenges was to drive brand distinction in the crowded CPG food brand marketplace. The team wanted to broaden the target audience to ensure more consumers would be able to view the campaign. At the same time, Frito-Lay is an incredibly well-known snack company with half a century of history behind it. To cut through the holiday noise, the campaign creative needed to tap into that legacy with an innovative approach to user engagement.
“In-app advertising is an incredibly promising growth channel, but to make the most of it, CPG brands need to tap into consumer passions and engage them at key points in the customer journey. We tested Interactive End Cards to forge a relevant, emotional connection with consumers when they’re most receptive.”