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Case Study: Frito-Lay

Frito-Lay Takes a Bite Into Placements

Client Description

Frito-Lay is an American subsidiary of PepsiCo that manufactures, markets, and sells corn chips, potato chips, and other snack foods. The primary snack food brands produced under the Frito-Lay name include Fritos corn chips, Cheetos cheese-flavored snacks, Doritos and Tostitos tortilla chips, Lay’s and Ruffles potato chips, Rold Gold pretzels.

Client Location

Plano, Texas


Broadcast, Streaming, Film, Promo Executions

results snapshot

viewers used positive attributes to describe Frito-Lay integrations


of viewers considered Rold Gold as a go-to snack

Portfolio Takeover - Owning the Snacking Space


As one of the most powerful brands in the snack market, Frito-Lay hopes to utilize meaningful product placements to maintain relevancy with a younger audience and stake claim in the non-ad-supported space.

The Opportunity

Highlighting the Frito-Lay portfolio across non-ad and ad-light content allows for the seamless integration of products into curated entertainment experiences appealing to the sensibilities of the brand swimlane and creating a consensus between character and consumer.

The Result
Partnering with BENlabs put some of their biggest products like Cheetos, Lays, and Doritos directly in the hands of today’s biggest actors through some of the most popular shows of the year. Working directly with producers and writers, BENlabs found moments of situational salience and authentically integrated products into key scenes of popular content. High-quality integrations engaged diverse audiences and over-delivered on projected KPIs.

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