Frito-Lay’s SunChips brand is running a multichannel campaign to promote a compostable chip bag it introduced on March 31. The effort includes banner ads, online video, social media and search marketing. The brand’s ad agency, Juniper Park, and media agency, OMD, created the campaign.
Some elements debuted during last month’s Olympic Winter Games in Vancouver. However, the company is launching the vast majority of the effort this week, when the bag arrives in stores.
“Our customers are consumers who care about their personal health and planetary health,” said Carrie Walsh, director of marketing at Frito-Lay. “The feedback we’ve gotten from our consumers is that our packaging is the thing that needs to be more environmentally friendly. The strategy behind the campaign is to announce the launch of our new bag.”
The brand is working with Current TV on a program challenging consumers to create videos encouraging positive change in the world. Current chairman and co-founder Al Gore will select the winner, which will air on national television during Earth Week.
According to Frito-Lay, the bags are 100% compostable and made with plant-based polylactic acid (PLA), a renewable material that breaks down in approximately 14 weeks when placed in a hot, active compost bin. Frito-Lay is planning for full distribution by Earth Day, April 22.
SunChips held an event in Los Angeles on March 31 to demonstrate how the bags can disintegrate. The demo included a billboard-like mosaic of the bags, which were broken down in an hour. Video of the event will run on Current and YouTube next month.
