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Think Global, Market Local
Posted on July 10 2009 by Jacquelyn Ottman
How does Frito-Lay's new marketing campaign seek to change the conversation about "local" food -- and what are the implications for Frito-Lay's sustainability efforts? By Jacquelyn Ottman and Sarah McGrath
Frito-Lay’s new “Lay’s Local” marketing campaign attempts to reposition their mass-produced potato chips as a local food. New ads celebrate the eighty plus farmers in 27 states who grow the two billion pounds of potatoes used in Lay’s chips each year. They then direct consumers to a website where they can trace the potatoes in their bag of chips back to the farm where they were grown.
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