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Heartland shoppers help Fritos fly

Fritos is an iconic American brand that had become an overlooked mainstay on store shelves in recent years.

Despite line extensions into new, bolder flavors, sales lagged behind flashier, celebrity-fueled competition.

Until they embraced their New Heartland audience.

Working with New Heartland Group, Fritos launched a campaign aimed squarely at the New Heartland consumer. “Down For Anything” showcases self-proclaimed Fritos fan Thomas Rhett in the brand’s first television commercial in 20 years – linking the ubiquitous corn chip to other reliable and relatable American classics.

In addition to facilitating the use of country superstar Thomas Rhett for the campaign, New Heartland Group assisted in every aspect of development – from scripting, casting, location scouting, to wardrobe.

The results have exceeded expectations.

“Fritos, a historically sleepy brand, has taken off like a rocket and is breaking records at Frito-Lay, thanks to New Heartland Group. 100% of that success can be traced back to the moment where we discovered the Heartland audience.”
~ Fritos Brand Manager

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