Stacy’s Pita Chips (a Frito Lay brand) had a problem: a large, passionate group of fans (affluent women, age 35 – 45) had lost their connection with the brand. They had not been communicated with nor engaged in a meaningful way for quite some time. These fans wanted more from their favorite pita chip.
Stacy’s wanted to re-engage this audience as well as attract new consumers to the brand. The team at Stacy’s had invested a lot in new flavor profiles and product innovation and were ready to tell their story.
New leadership on the brand understood that, within this challenge, there was great opportunity:
