The Road to Brandweek: Frito-Lay’s Rachel Ferdinando on Gen Z and the State of Snacking
'We entrench ourselves in the culture of our fans'
Rachel Ferdinando is the svp of marketing at Frito-Lay North America.
PepsiCo.
Frito-Lay might be a decades-old brand, but that hasn’t stopped the snack-food giant from trying bold new tricks. From pop-up gourmet restaurants to snagging spots at New York Fashion Week and offering snackers the chance to create their own Super Bowl-style ads, the company has shown it won’t shirk from the unusual in the name of reaching new audiences.
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