NEW YORK True North, the line of healthy snacks announced by PepsiCo's Frito-Lay late last year, will use non-roster shop StrawberryFrog for creative duties, the company said.
True North is a line of baked crackers and premium nuts that is aimed at health-conscious consumers. "Within innovation we're looking at different options that help us expand our portfolio and build on our health and wellness commitment," said Aurora Gonzalez, a rep for Frito-Lay in Plano, Texas.
The appointment of StrawberryFrog is noteworthy because Omnicom Group shops handle the vast majority of PepsiCo brands, ranging from Lays and Cheetos to Flat Earth. It remains unclear if other roster shops were involved in the pitch for the business.
Wolff Olins, an Omnicom design and branding shop in New York, created the name, packaging and story behind the brand over the past year, per sources. Wolff Olins referred calls to Frito-Lay.
True North is not the only healthy snack from Frito-Lay, which also makes Sun Chips and Flat Earth, which are multi-grain chips and vegetable crisps, respectively. True North comes in a silver pouch with the slogan "100% healthy" on the front.
True North is expected to be in stores by the end of the first quarter or the beginning of the second. While StrawberryFrog will handle creative, OMD has media duties, per sources.
What the creative for the product will look like remains unknown. Last year PepsiCo spent $11 million in measured media on Flat Earth.
"Our whole approach is to approach with an idea on the rise in society and then build communities around it and then build the brand out of that," said Scott Goodson, CEO and co-founder of StrawberryFrog.