True North launched by PepsiCo’s Frito-Lay last year is a line of healthy snacks and now, the non-roster shop StrawberryFrog has been roped in by them for the creative duties. True North offers baked crackers and premium nuts targeted at health-conscious consumers. Aurorra Gonzalzez of Frito-Lay says, “We were looking at options to expand out portfolio and build on our health and wellness commitment, so True North was born.”
StrawberryFrog’s appointment is of importance because Omnicom Group shops had been handling most PepsiCo brands, ranging from Lays and Cheetos to Flat Earth. But it isn’t clear if other roster shops were involved in the pitch for this position. Omnicom design’s Wolff Olins in New York is responsible for name, packaging and story behind the brand over the past year. Wolff Olins has been referring calls to Frito-Lay.
True North will be available in stores by mid of this year. As StrawberryFrog handles the creative side of the product, OMD will be tackling the media duties, our sources shared. True North is the third healthy snack from Frito-Lay, Sun Chips (multi-grain chips) and Flat Earth (vegetable crisps) being the first two. Watch out for that silver pouch with the slogan “100% healthy” on the front that’s True North for you!