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.
Executives at Chicago-based Frankel declined to comment. Officials at Frito-Lay in Plano, Texas, were not available for comment at press time.
The assignments are Frankel’s first from PepsiCo’s Frito-Lay unit and mark its inaugural foray into the snack food category.
The agency’s other clients include the United States Postal Service, McDonald’s, Eastman Kodak and General Motors’ Oldsmobile division. Frankel reported revenues of $78 million in 1997.
Frito-Lay left advertising responsibilities for Cracker Jack with Goodby, Silverstein & Partners, San Francisco, which had been given the estimated $10 million account in March. But responsibilities for other Frito-Lay brands were consolidated with BBDO, New York, which already handled the Wow and Planet Lunch lines, as well as Baked Lay’s, Doritos, Ruffles and Tostitos.
Losing their Frito-Lay accounts in last week’s consolidation were New York shops DDB Needham and Young & Rubicam. Y&R handled overseas brand assignments.
–with Glen Fes