PLANO, TX: Twitter arguments are rarely positive, but Frito-Lay sees several of its brands being at the center of a debate on the platform as a "good challenge."
On Sunday, social media influencer and comedian Kevin Fredericks, also known as KevOnStage, posted a video on Twitter asking people for the correct way to rank a variety pack of chips. Two of the Frito-Lay brands, Fritos and Cool Ranch Doritos, trended on Twitter through Monday morning. The other chip brands that were involved were Barbecue and Classic Lay’s, Classic Doritos, and Cheetos.
What is the correct way to rank these chips? pic.twitter.com/NYktna1HJo— Kevín (@KevOnStage) March 10, 2019
Fredericks’ tweet has received more than 20,000 retweets, 72,000 likes, and 3,200 comments as of Wednesday afternoon.
Chris Yemma, Frito-Lay North America’s director of brand communications, said the company noticed the conversation when Fredericks posted his video on Sunday, and then saw traction pick up overnight and early Monday morning.
"We were all very excited and saw this as an opportunity," said Yemma. "It’s great to have influential fans out there starting conversations about our brands. We always work to find ways to join the conversation right away, but in an authentic way."
Having Frito-Lay brands at the center of a social media debate is a "good challenge," he added.
"[This means] many of our brands are top-of-mind for consumers, and in this case, influencers," he said. "Since a number of our brands were featured, we decided to engage with our Frito-Lay channels, serving as one voice on behalf of all the brands."
On Monday morning, Frito-Lay North America went with a safe response, tweeting that all the chip brands involved "take a top spot for us."
Wow, the people have spoken! As for the ranking, they all take a top spot for us… that’s the beauty of variety! ?? https://t.co/2GnLnFHvec— Frito-Lay N. America (@Fritolay) March 11, 2019
Frito-Lay is also planning to supply "plenty of snacks" for Fredericks’ comedy tour, said Yemma.
Yemma also hinted that some chip brands, which have individual accounts, could join the conversation with their "unique styles and personalities."
"Any time you have a social media moment like this, the strategy is always to try to join the conversation and play along in an authentic manner," he said. "This helps show that we’re more than a corporate entity; we’re all about delighting our fans and engaging with fun content like this."
Frito-Lay North America’s PR AOR, Ketchum, is supporting the company on the chip challenge.
Influencer Kevin Fredericks (@KevOnStage) is asking people to rank a variety pack of Frito-Lay chip brands. Which one is the clear winner?— PRWeek US (@PRWeekUS) March 11, 2019