Sadira Furlow leads Fritos first campaign in 48 years

PR Still - The G.O.A.T. 2

For former Chicagoan, now Frito-Lay VP of Marketing, Sadira Furlow, her love affair with the golden and red bag of golden, crunchy corn chips known as Fritos goes back 50 years.

The story begins with her father, Charles, showing up for a date with his future wife, Doris, holding a bag of Fritos.

Apparently, it was all he could afford as a poor college student at Bishop College in Texas – and he wouldn’t dare show up empty-handed.

It’s those human stories that make us smile and sigh. Because there is a universal truth there that we can all relate to. That transcend generations if you will.

In our “Reel Ad of the Week,” Fritos, with the help of creative agency RG/A Austin, helps celebrate these moments in the new campaign titled, “Here’s to the Moment.”

The work is a long way from the culturally insensitive Frito Bandido and that’s a really good thing.

Teaming with agency R/GA of Austin, Fritos debuted its first ad campaign since 1971 – titled “Here’s to the Moment.”

Directed by Austin-based production company The Bear’s Berndt Mader, we first see the painstaking lengths we’ll go to for the perfect Frito Pie. Watch below:

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Then there is “The Goat” which looks in on how football and food – specifically Frito Pie – brings us together every fall.

There is also social on Pinterest:

The Pinterest fall launch of November 4 is no coincidence – as Google searches for “Frito Pie” annually peak in November and the fall/winter sales period is key for the brand.

Furlow a “puppymonkeybaby” kind of leader

Sadira Furlow
A former Chicago agency vet spending time at Leo Burnett, Commonground and Upshot, Furlow has been recognized across the industry for her contributions toward impacting consumers and culture. Most recently, Furlow was named 2019 Internationalist of the Year and one of the DMN Hall of Femme Woman to Watch.
 

She was previously recognized as one of AdAge’s Women to Watch (2017), Savoy’s Top Influential Women in Corporate America (2016), and Brand Innovators’ Top Women in Marketing.

She started her career with PepsiCo in New York, leading the highly successful launch of LIFEWTR and breaking the internet with Mountain Dew’s “puppymonkeybaby” campaign.

Most recently, Furlow served as Chief Marketing Officer of PepsiCo North America Nutrition in Chicago, overseeing media, digital, partnerships and growth innovation across Quaker, Tropicana, Naked and Kevita to make everyday nutrition more accessible to all consumers.

Her first six months at Frito-Lay have been spent spearheading Lay’s first brand redesign in 12 years, including a full nationwide packaging conversion supported by a new 360 creative campaign.

With Ruffles, she led the brand’s signing of NBA All-Star Anthony Davis to the first-ever “Chip Deal,” which included the unveil of a custom-designed Ruffles Ridge Top sneaker.

The innovative and strategic leader has now turned her attention to the Pepsico’s most iconic brands including Cracker Jack, Funyons, Rold Gold and of course Fritos.

The campaign is different and unexpected for Fritos, deserving our “Reel Ad of the Week” stamp.

 
Credits
Client: Frito-Lay

Agency: R/GA Austin
   Group Creative Director: Murray Wyse
   Creative Director: TJ Walthall
   Account Director: Erica Wilson
   Account Supervisor: Marie Graw
   Content Producers: Laura Walters, Monique Veillette
   Production Assistant: Kelsey Lewis
   Copywriter: Eli Perez
   Art Director: Jacob Coutino
   Associate Strategy Director: Kate Gunning
   Strategist: Sarah Yellen
   Manager, Business Affairs: Joseph Delerme

Production Company: The Bear
   Director: Berndt Mader
   Director of Photography: James Lee Phelan
   Line Producer: Janice Woods

Editorial Company: TBD Post
   Editor: Catie Cacci
   Editorial Producer: Kate Eads

SOURCE: Frito-Lay

Contact Colin Costello at colin@reel360.com.

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