Frankel Adds Frito-Lay Promotions Assignments

Although it consolidated most advertising responsibilities last week with BBDO Worldwide, snack food maker Frito-Lay has added a new promotions agency to its roster.
According to sources, Frito-Lay has brought Frankel & Co. on board to handle all promotional marketing for the Cracker Jack brand it acquired last year from Borden. Additionally, Frankel is working on the Wow line of low-fat snacks containing Olestra fat replacement and on the Planet Lunch snack pack line.
Omnicom-owned TLPartnership, Dallas, which continues as Frito-Lay’s primary promotions agency, is also working on Wow and Planet Lunch programs, sources said, and the company may use programs developed by one or both of the agencies for the brands.