Food provenance and local brands
Food provenance and local brands
There is nothing like the conversion of a big brand to prove that a trend has taken hold. Case in point: Frito-Lay in the US, which has launched an online Chip Tracker to let customers trace where a particular bag of chips was made.
Customers can enter their ZIP code along with the first three digits of the bag's product code to find the specific manufacturing location. An associated map highlights both growing and production facilities.
“Lay's chips are made from potatoes grown by farmers across America,” the brand explains. More than 80 farms from 27 states across the country, in fact, grow the potatoes that become Lay’s potato chips.
Frito-Lay's comprehensive marketing effort to celebrate the brand's many local connections has also included on-pack messaging, local event sponsorships and 24,000 in-store displays customised for each participating state. Frito-Lay also launched a campaign last year featuring the farmers that grow them.
Source: Springwise newsletter
Thursday, 16 September 2010 13:28