Diana Marszalek 21 Jun 2022 // 4:12PM GMT
PLANO, TX — Snack food giant Frito-Lay has moved its corporate reputation business to MikeWorldWide, PRovoke Media has learned.
PRovoke Media understands MWW won the account following a competitive review held earlier this year. The remit most recently belonged to BCW.
The Pepsico company hired MWW roughly a year after it concluded its search for an agency to handle its lucrative US PR business, which resulted in the company extending its partnership with Ketchum.
Last week Frito-Lay became the first-ever salty snack brand to partner with FIFA on the World Cup. The company has also garnered attention for installing the world’s first-known Tesla megachargers at a Northern California Pepsico plant in anticipation of the 100 Tesla Semi trucks it ordered in 2017.
Last July, however, the brand was thrust into the public spotlight when about 600 Topeka, Kansas plant workers went on strike over working conditions, particularly mandatory overtime.
At that time, CBS News reported employees worked up to 84 hours a week as the company tried to keep up with increased demand during Covid. Employees returned to work 20 days later with a new union contract that guaranteed them one day off each week.
Frito-Lay, which merged with Pepsi-Cola to form Pepsico in 1965, has 30 brands including hallmark products like Fritos, Doritos and Cheetos. The $18 billion convenience foods business is the second-largest revenue generator of PepsiCo’s seven units.
Frito-Lay did not respond to request for comment.