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 fernandino frito lay brandweek
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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@swodinsky Shoshana Wodinsky is Adweek's platforms reporter, where she covers the financial and societal impacts of major social networks. She was previously a tech reporter for The Verge and NBC News.