Frito-Lay is shifting brand assignments within Omnicom agencies, moving the U.S. marketing efforts for Lay’s and SunChips from Juniper Park, Toronto, to EnergyBBDO, Chicago. The marketer has also named TBWA\Chiat\Day as the agency for Stacy’s pita chips, which were also at Juniper Park.
Last year Lay’s spent $25.5 million in measured media; SunChips, $24.2 million and Stacy’s, $14.5 million, according to Kantar Media. In the most recent available data, Lay’s spent $9.3 million in the first quarter, up from $4.7 million a year earlier, and SunChips, $4.9 million, down from $9.4 million in the 2010 quarter. Stacy’s spent $3.1 million in the 2010 period but nothing in the first quarter of 2011.
The moves were made without a review. Chris Kuechenmeister, a spokesperson for Frito-Lay, said: “Frito-Lay and (parent) PepsiCo continue to globalize their brands and consumer marketing efforts. . . . The move allows Frito-Lay to better leverage PepsiCo’s global relationship with Omnicom by tapping into the BBDO network.”
BBDO and corporate sibling TBWA already work on PepsiCo beverage brands. For EnergyBBDO, news of the Frito-Lay assignments come a week after the agency landed duties for S.C. Johnson's pest control and home storage products like Raid and Ziploc.
The Frito-Lay rep said Juniper Park is no longer working on any of the unit’s brands. However, the agency continues to handle PepsiCo’s Quaker Oats brands, after it picked up food and snack assignments in 2009, which were then estimated to be spending $100 million. Juniper Park is also working on a PepsiCo global nutritional initiative.
The Toronto agency, a unit of BBDO, has been on the PepsiCo agency roster since 2007, the year Juniper Park was founded. The upstart grew quickly by adding big-name clients like Frito-Lay and Quaker, with much of the credit for that early growth given to one of the agency’s founders and president Jill Nykoliation. The agency exec earlier spent a decade on the client side at Kraft Foods in various brand management roles and as Kraft’s director, CRM, North America.