Diana Marszalek 10 Apr 2021 // 12:57AM GMT
PURCHASE, NY — Ketchum has retained its lucrative US Frito-Lay business following an agency review, PRovoke has learned.
North American communications leader Joan Cetera confirmed the move, saying “Ketchum is our agency for our marketing communications work.” She did not provide details.
Ketchum was the Pepsico company’s North America PR agency going into the review, which was conducted last fall. At that time, Frito-Lay was looking for an agency to handle the full range of communications. Corporate and brand work, influence marketing and issues management were included in the remit.
Frito-Lay, which merged with Pepsi-Cola to form Pepsico in 1965, has 29 brands including hallmark products like Fritos, Doritos and Cheetos.
For several years, Frito-Lay North America has been the fastest growing division of Pepsico, whose notable assets include Quaker Foods, Tropicana and Gatorade. Frito-Lay is responsible for roughly one-quarter of Pepsico’s total revenue, which was $70.37 billion in 2020.