Frito-Lay continues to build on its “TrueNorth Story” campaign for its line of 100% natural nut snacks, TrueNorth. Developed by Strawberry Frog, the campaign launched last year with an ad during the 2009 Academy Awards profiling Lisa Nigro, founder of Inspiration Cafe, after her story was selected from thousands of others in a contest search for the most inspiring story in America.
The campaign now features an inspiring story every month, and it will continue through December.
Aurora Gonzalez, director, PR, Frito-Lay, told PRWeek the program is not currently backed by PR support, beyond issuing press releases.
The “TrueNorth Story of the Month” for August is Claire Oliver, a Dallas area triathlon coach who started competing in triathlons after her stepfather died of leukemia. She has since completed 40 triathlons, and raised more than $100,000 for The Leukemia and Lymphoma Society. In addition to being featured online, the recipient is awarded a $1,000 grant and TrueNorth product.