Comments on: Chips For Humanity: How Frito-Lay Earns Market Share

By: Mike Marn

Mike Marn — Fri, 07 Aug 2009 23:05:46 +0000

Sorry I’m late to this party, but my feedback is so “honest” I had to add it. No, I hadn’t heard about the program until I had already picked up a bag and headed for the checkout. I read the little “20% extra” blurb twice. I started to think about how much extra it was really costing them, and how much they discussed this in the boardroom, but ultimately, I just smiled, and thought “nice.” Frankly, the fact that I hadn’t been bombarded with ads about them DOING it made it even more special. No, I didn’t buy 9 extra bags, or anything. But I feel better about that company. And as a marketer, if I could make my clients’ prospects feel that way, I’d feel like I did a great job. So, to Frito-Lay, GREAT JOB!

By: Jeanne Bliss

Jeanne Bliss — Fri, 17 Jul 2009 19:46:58 +0000

Kristin, I’d love to send you an advance copy of my new book coming out in October, “I Love You More Than My Dog: Five Decisions for Extreme Customer Loyalty in Good Times and Bad.” It’s all about the types of decisions you are making, and how, when they are driven by the right intent and motivation, lead to uncommon outcomes. If you want one, just email me at jeanne@customerbliss.com !
Jeanne

By: Kristin, Frito-Lay Employee

Kristin, Frito-Lay Employee — Fri, 17 Jul 2009 19:42:23 +0000

Jeanne — you’re right — a little of both. I follow marketing/comms publications b/c that’s my profession, but I’m now also managing the social and digital media strategies for Frito-Lay corporate comms, including our blog (www.snacks.com). I’m inspired by the conversation your post has generated about our company and excited that your readers see that we’re not just about selling products, we also put great value on “doin’ the right thing” whether it’s with ingredients, value, consumers or the planet. Thanks again.

By: Michael Goodman

Michael Goodman — Fri, 17 Jul 2009 16:02:07 +0000

Nice post. Thanks.
Unfortunately, most folks standing in the chip aisle of their supermarket won’t know what Frito-Lay has done, so the marketing value is somewhat dubious. It’s to Frito-Lay’s credit that they’ve done the right thing.
What most folks will care about is the taste, mouth-feel, perceived quality of ingredients and value (benefit per dollar). Frito-Lay needs to be sure that none of those is ever compromised.
===
Full disclosure: I am a former Director of Marketing at Frito-Lay, with a pride of ownership for the original Sun-Chips product concept. (I don’t know Kristin, but it sounds like she understands the company’s steadfast focus on serving its four main constituencies — customers, shareholders, employees and community.)

By: Jeanne Bliss

Jeanne Bliss — Fri, 17 Jul 2009 14:32:32 +0000

Tracy,
Exactly…right? What is brilliant is that this big conglomerate has alignment and consistency in their core values and in their clarity or purpose. It fuels them to be creative in meaningful ways that impact their customers’ lives. And as you just said, makes a difference in buying decisions. You just validated the one big important thing that so many companies miss: we are pulled to be loyal to companies that connect with us on a personal and meaningful way.

By: Tracy

Tracy — Fri, 17 Jul 2009 14:03:53 +0000

If I’m standing in the chip aisle amidst all of the pretty colored bags, with all of the different flavors splashed boldly across the front, trying to decide which one I want, something like what you pointed out very well might have an impact on what I buy. I am a bit amazed that this is the first time that I’m hearing about it. Thanks for the post.

By: Jeanne Bliss

Jeanne Bliss — Thu, 16 Jul 2009 22:48:56 +0000

Hi Mario,
Thanks so much for weighing in. You’re right that there is this commitment to sustainable operations. What drew me to this story is that their approach is beyond the technical execution of a set of tactics and actions. These actions connect into a clear higher purpose of “Performance with Purpose.”

By: Jeanne Bliss

Jeanne Bliss — Thu, 16 Jul 2009 22:15:20 +0000

Kristin,
Well, here you go…another evident point of Frito-lay connecting. I am curious, is it part of your job to be aware of these posts and to respond? Or are you an avid marketingprofs who simply saw this post, connected with it and responded? Probably both! How does it feel for you to be inside this company with this clarity of purpose? Thanks so much for connecting, Jeanne

By: Jeanne Bliss

Jeanne Bliss — Thu, 16 Jul 2009 22:10:07 +0000

Maria,
Eating chips is not monumental, right? But I am so glad that you agree and point out that the human connection makes a difference. So many people in big companies throw away these ideas that they are only sustainable and actionable in the “mom and pop” operations. That is why I was so pleased to showcase this big company clarity of purpose and ability to execute in a meaningful manner.

By: Mario Vellandi

Mario Vellandi — Thu, 16 Jul 2009 20:07:54 +0000

Last month, I saw a Sun-Chips exec explain the brand’s story and their 3yr plan to make the bags fully compostable. Naturally, this division’s activities will help guide Frito-Lay into more sustainable operations, even though other brands may still not be as relatively healthy as SunChips