Juniper Park loses big chunks of Frito-Lay

Lay's, SunChips, Stacy's Pita Chips Move Within Omnicom to TBWA, EnergyBBDO

Juniper Park, the Toronto agency that opened with Frito-Lay as its inaugural client, has lost a major part of that client’s American account. Lays, Stacy’s pita chips and SunChips have been moved to fellow Omnicom shop EnergyBBDO.

A spokesman for Frito-Lay confirmed the moves, saying: “Frito-Lay and PepsiCo continue to globalize their brands and consumer marketing efforts,” and that the move “allows Frito-Lay to better leverage PepsiCo’s global relationship with Omnicom by tapping into the BBDO network.”

BBDO and TBWA already work on several Pepsi beverage brands, as do other Omnicom agencies, such as Goodby Silverstein & Partners, Dieste for Hispanic marketing and OMD for media. BBDO handles Amp, Mountain Dew, Diet Mountain Dew; TBWA handles Pepsi, Diet Pepsi, Pepsi Max and Gatorade.

PepsiCo in 2009 had unveiled its compostable bag for SunChips, with Juniper Park working on the campaign. But in October 2010 the company pulled the packaging after complaints that the bags were too noisy, although the bags were to remain in Canada.

Juniper Park will continue to do work for PepsiCo’s global nutrition group and continues to work on the Quaker portfolio, an account it won from Goodby in 2009, though Quaker is in the midst of a hunt for a new chief marketing officer. Kirsten Lynch, Quaker’s CMO since late 2009, left the company earlier this year. Kathryn Matheson, a 15-year veteran of PepsiCo in Canada, is interim CMO.

For EnergyBBDO, this is the second account win reported in under a week, as the agency last Friday won significant chunks of the SC Johnson business, an account it is splitting with WPP’s Ogilvy & Mather, both of which beat out incumbent DraftFCB after a protracted review. EnergyBBDO will take on marketing duties for SCJ’s pest control and storage products, as well as digital marketing across all categories.

Shuffling work among Omnicom agencies is something Pepsi has been known to do. In October 2008, for example, the marketer handed Goodby its $120 million Quaker portfolio after pulling it from Element 79, an agency formed primarily to handle PepsiCo’s business.

Globally and in the U.S., Lay’s is the category leader by share, according to Euromonitor. In 2009, the brand had 28.4% share globally, followed by sibling chip brand Ruffles. In the U.S. in 2009, Lay’s had 31.2% market share, again followed by Ruffles.

Frito Lay in 2010 spent $24.2 million on U.S. measured media for SunChips, down from $27.6 in 2009; $14.5 million on Stacy’s pita chips in 2010, down from $16.8 million; and about $25.5 million on the Lay’s brand in 2010, up from $23.4 million in 2009.

To read the original story in Advertising Age, click here.

Advertising Articles

Three ways brands must evolve to engage female influencers

Marketers need to recognize the shift from bloggers to creators says agency president

Nintendo moves its PR account to Craft Public Relations

The consumer electronics and software company to shift its communications focus

Fairmont Hotels puts a focus on employees in new art exhibit

Luxury hotel chain uses staff from around the globe to help tell its brand story

Marketing Awards 2016: Design jury and shortlist

The final shortlist is revealed in the lead-up to the June gala

Conventional TV revenues fall $46 million in 2015: CRTC

Local and national airtime sales decline, but remain relatively stable

Drake takes flight over Toronto

Aerial banner promotes rapper's newest album, Views

‘Bringer of Rain’ ups his marketing game

Toronto Blue Jays third baseman Josh Donaldson signs on to promote Flow Water

Marketing Awards 2016: Multicultural jury and shorlist

Winners to be announced at The Carlu in Toronto June 2

Sport Chek celebrates Raptors’ win in timely fashion

Out-of-home campaign celebrating victory launches within minutes of final buzzer