Frito-Lay launches new initiative to position potato chips as a snack that belongs in a healthy diet

The July issue of Better Homes and Gardens introduced Frito-Lay’s new advertorial (an advertisement that looks like editorial content). Titled “Keeping up Like the Joneses,” it features a photo of a mother and her three children bringing groceries in from the family vehicle. Lay’s Potato Chips are peeking out of one bag. Fruits and vegetables are the other foods visible. Lisa, the mom, discusses her need to provide her kids with healthy snacks as she shepherds them to various after school activities. Snacking tips include choosing the correct portion size, as illustrated by various Lay’s chip products and reminds consumers to check the nutrition label and learn that potato chips are simply made from farm-grown potatoes, corn and/or sunflower oil, and a dash of salt. They provide vitamin C, B6 and essential minerals such as magnesium, thiamin and phosphorus. The story goes on to mention the International Year of the Potato and discusses the other positive attributes of chips, e.g., good carbs which give kids a quick hit of energy. This advertorial is directed at the same target audience as the USPB’s soon-to-be-launched print advertising program, moms with kids at home, and builds on the work by USPB and others to position potatoes as a nutritious food that fits today’s lifestyles