We were retained by Fritos to guide their Heartland strategy which included assisting in the development of their first television commercial in 20 years. We consulted on the creative, including script development, casting, location and wardrobe. We also recommended country superstar, Thomas Rhett, to star in the spot and other Heartland-targeted marketing communications.
“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