Frito-Lay North America: SunChips – Building a Pre-eminent Green Brand

The 2010 Warc Prize for Ideas and Evidence was created to identify case studies that demonstrate success against four criteria: strategy, integration, results and innovation. The competition, which was open to entries from any country or industry sector, was judged by an international panel of senior marketers and agency chiefs, using the following weighting: strategy (20% of marks), integration (25%), results (30%), innovation (25%).

For more information on this annual prize, visit

Campaign Details

Advertiser: Frito-Lay
Agency: Juniper Park
Brand: SunChips
Campaign duration: April 2008 - June 2009
Campaign objective: Brand relaunch, reposition
Campaign objective: Increase sales, volume
Country: Canada
Media budget (USD): $10-20 million
Media used: Internet microsites, Magazines (consumers), Newspapers (national), Out of home (all forms), Television (broadcast)

Executive Summary