Jun 14

Zócalo Group’s Frito-Lay Team Wins Big at Silver Anvil Awards

Zócalo Group’s Frito-Lay Team Wins Big at Silver Anvil Awards

Zócalo Group, in conjunction with Ketchum, took home two awards at last Thursday’s Silver Anvil Awards Ceremony – a Silver Anvil and an Award of Excellence – recognizing their joint effort on the highly successful Frito-Lay campaign.

Silver Anvil Win: Reputation/Brand Management
From Junk Food to Good Food: Building Advocates to Change the Perception of Frito-Lay Snacks
Ketchum and Zócalo Group

Integrated Marketing – Consumer Products – Award of Excellence
From Junk Food to Good Food: Building Advocates to Change the Perception of Frito-Lay Snacks
Ketchum and Zócalo Group

About the Program:

“From Junk Food to Good Food: Building Advocates to Change the Perception of Frito-Lay Snacks”

As part of a larger program to positively influence the perception of Frito-Lay chips, Zócalo worked to develop a word-of-mouth program designed specifically to identify and engage influential fans of chip lovers who are interested in learning more about their favorite Frito-Lay brands. Through an authentic two-way dialogue, these active consumers were armed with compelling reasons to talk about and recommend Frito-Lay products using engaging online and offline tactics. The program entailed reaching out to fans online, inviting them to learn more about the chips they love through fun, engaging videos and other materials, providing them with the means to talk about and share key messages and experiences, encouraging deeper engagement with the brand.

For more information, visit:  http://newsroom.ketchum.com/news-releases/ketchum-and-its-clients-awarded-nine-silver-anvil-awards

About PRSA’s Silver Anvil Awards:

PRSA’s Silver Anvil award represents the pinnacle of achievement and the highest standards of performance in the public relations profession. Symbolizing the forging of public opinion, the Silver Anvil is annually awarded to organizations which have successfully addressed a contemporary issue with exemplary professional skill, creativity and resourcefulness. Winning programs must incorporate sound research, planning, execution and evaluation. The 2011 Silver Anvil Awards Evening – ranked “#1 Public Relations Industry Event in New York” by BizBash in its annual “New York’s Top 100 Events” – salutes the practice of public relations and the finalists of this year’s competition.

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© 2011, albert chau