PepsiCo’s Frito-Lay’s has launched a creative review for its flagship Lay’s brand, Adweek reports.
BBDO, CP+B, TBWA\Chiat\Day, R/GA and Deep Focus are all participating in the review, while Droga5 purportedly declined an RFP invitation because they are 2 cool 4 chips.
According to Kantar Media, Frito-Lay’s spent $80 million on measured media promoting the Lay’s brand domestically last year.
Lay’s parted ways with former AOR EnergyBBDO back in May of 2015, with a brand spokesperson telling the Chicago Business Journal at the time, “Our approach across our entire portfolio of brands is to lean into different combinations of agency partners based on the needs and priorities of our brands at the time. Energy BBDO is not currently engaged for the Lay’s brand.”
Energy BBDO’s work for Lay’s included a 2014 spot featuring the Mr. and Mrs. Potato Head characters. More recently, Lay’s has relied on its annual “Do Us a Flavor” competition in which winning user-submitted flavor ideas are produced for a limited time, which ran for the fourth time this year.
Both Frito-Lay and PepsiCo have yet to comment on the review, as have the agencies mentioned. But multiple sources confirmed that all five shops are involved.
The big question: what will the winner do, and how could it possibly be better than “Do Yourself a Flavor?”