The move, which took place in December, comes after StrawberryFrog also claimed Sabra, a hummus brand that is a joint venture between Frito-Lay and Strauss Group. Goodby, Silverstein, San Francisco, handles the bulk of Frito-Lay’s other brands.
Frito-Lay rep Aurora Gonzalez said the agency has shot two ads for True North that will run during the Academy Awards telecast. A third ad, directed by actress Helen Hunt, will be based on “True North stories” submitted by consumers.
Frito-Lay, a unit of PepsiCo, bought the Stacy’s Pita Chips brand in 2005. Spending for the brand was not disclosed. Frito-Lay spent $12.2 million in the U.S. (not including online expenditures) promoting the brand for the first 10 months of 2008 and $4.9 million for Stacy’s Pita Chips, per Nielsen Monitor-Plus.