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Frito-Lay, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands




Frito-Lay manufactures a variety of snack foods. The company produces potato and corn chips, granola bars, cookies, popcorn, meat snacks and more have that are sold in grocery, and retail stores worldwide. Frito-Lay contributes two-thirds of sales and profits to its parent company's bottom line, and also controls more than half of the US snack chip market. ** NOTE: As a privately held subsidiary of a publicly traded parent company, annual revenue and employee count are not readily available. Therefore, the revenue and employee figures presented below are those of the parent company. **

Main Telephone (972) 334-7000
Main Fax (972) 334-6638
Primary Address
7701 Legacy Drive
Plano, TX 75024-4099
USA

Frito-Lay, Inc. Contacts

Contacts (5/66)
Name Title State
Jennifer S. Senior Vice President & Chief Marketing Officer TX
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (972) 334-7000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 7701 Legacy Drive
Plano, TX
75024-4099
USA

Ram K. Chief Customer Officer, Senior Vice President & General Manager, Global Sales TX
Jeff K. Senior Vice President & Chief Marketing Officer - PepsiCo Foodservice TX
Patrick M. Senior Vice President & Chief Human Resources Officer TX
Vivek S. President & Chief Operating Officer - Frito Lay North America TX

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Baked! *
Baken-ets *
Cheetos ********
Chester's *
Cracker Jack *

Agency Relationships


Brand Agency Service From To
***-******* **** ***** *** media buying & planning unknown present
***-******* **** ***** ******, *********** & ******** television, print 2006 present
*****! *** media buying & planning unknown present
******* ******, *********** & ******** creative 2006 present
******* *** AOR - media buying & planning unknown present

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WinmoEdge

Score 56 – Close Watch: Frito-Lay shifts top marketers


Subject: TV, print, outdoor, digital, social media, sponsorship, shopper

Company: Winmo)

Opportunity: Promoted Frito-Lay CMO Ram Krishnan to the broader role of SVP and GM of PepsiCo’s Walmart business. His previous role as CMO will be filled by Jennifer Saenz, VP of marketing innovation for Frito-Lay. As CMO, Saenz will be responsible for brand marketing, innovation, design, strategic insights and analytics “across the Frito-Lay North American snack and convenient foods portfolio.”

As with most promotions, there may not be many immediate changes to marketing, but agency readers should keep in mind that during his tenure as CMO, Krishnan shied away from the traditional AOR model. In a 2015 interview, he stated: “I hate to say one brand is with one agency for eternity. The way we look at it is: ‘Who is the best-suited for what we are trying to do with the consumer and the message?’” If Saenz continues this line of thinking, the company is likely to be open to brand-specific pitches. Read more about the company’s top brands below in order to get a better idea of what the company might need. 

Additional Information

Media Spend: All data is courtesy of Kantar Media (overall measured media spend); Moat (digital display)

For 2015, the brand spent $54.4 million on national TV ads – up from $41.1 million in 2014. See charts for 2015 show targeting. 

Lay’s ran 45 display, 12 high impact and 13 video ads on 349 publishers in 2015 (<1% mobile). Top ad destinations included: mywebgrocer.com, walmart.com, samsclub.com and wattpad.com (48% placed site direct). Given the targeting of TV and digital ads, Lay’s core customer are Millennial females with families, so pitch accordingly. 

Energy BBDO is creative AOR. 

The brand spent $40.9 million on national TV ads in 2015 – almost double the $26.9 spent in 2014. Unlike sister brand Lay’s (above), Tostitos target audience seems to be younger millennial men and women, likely those without families. See charts for show targeting in 2015.

In 2015, Tostitos ran 42 display, seven high impact and 12 video ads on 109 publishers (4% mobile). Top ad destinations included: nfl.com and mywebgrocer.com, as well as the sites for NFL teams like the Dallas Cowboys, Philadelphia Eagles, New England Patriots, Washington Redskins, SF 49ers, Detroit Lions and Green Bay Packers (92% of these ads were placed site direct). 

Goodby, Silverstein & Partners is creative AOR. 

For FY 2015, Cheetos spent $35.4 million on national TV ads – up from $27.2 million in 2014 . See charts for show targeting.

The brand ran 33 display, 36 high impact and 16 video ads in 2015 (<1% mobile). Top ad destinations included: theonion.com, clickhole.com and avclub.com (87% placed site direct). 

Note that, like sister brand Tostitos, Cheetos target seems to be Millennial males; however, targeting is not toward sports-minded viewers, but rather those who consume comedy/reality programming (and sites). 

Goodby, Silverstein & Partners is creative AOR. 

Doritos: Spent $29.3 million on measured media through Q3 2015 – up slightly from $28.9 spent for the same period 2014. Just over 96% of 2015 spend was allocated to broadcast ads. 

In 2015, Doritos spent $39.5 million on national TV ads – up from $26.6 million in 2014. See charts for show targeting in 2015. Keep in mind that, for the last three years, Doritos spent the most money to air ads during the Super Bowl. For the past nine years, it has used the “Crash the Super Bowl” campaign to crowdsource its commercials; however, Super Bowl 50 was the last time the brand will use this effort (agency readers, this means there could be SB creative up for grabs for 2017). 

Doritos ran 31 display, 180 high impact and 14 video ads in 2015 (2% mobile). Top ad destinations included: amctheatres.com, nbcsports.com, videomaker.com, 247sports.com and golfchannel.com (10% placed site direct). 

Goodby, Silverstein & Partners is creative AOR.

Frito-Lay, Inc. (Winmo)
7701 Legacy Drive
Plano, TX 75024
(972) 334-7000 

Jennifer Saenz 
Chief Marketing Officer & Senior Vice President
Direct Dial: (972) 334-7000 ext. 5208 
jennifer.saenz@fritolay.com

Jeff Klein 
Vice President, Brand Marketing – Mainstream Brands (includes Lay’s, Tostitos, Cheetos & Doritos)
Direct Dial: (972) 334-7000 ext. 5497 
jeff.w.klein@pepsico.com

Ram Krishnan
Senior Vice President & General Manager, Walmart Business
(972) 334-5458
ram.krishnan@pepsico.com