Support Frito-Lay North America portfolio brands like Lay’s, Doritos, Fritos, and Cheetos campaigns as Associate Director at The Content Collective, pivoting from each snack’s unique brand persona to create commercial and social content (via linear and digital platforms) along with live out-of-home experiences that further their reach and drive awareness.
Liaison at center of conversations with clients, brand leads, production agencies, and partners—linking all as a creative project manager to amplify campaigns through partnership and ensure all elements come together in a unified, cohesive manner from ideation to completion.
In support of their Stay Golden mantra, Lay’s partnered with reality TV behemoth Bravo and attended their star-studded annual event in New York City celebrating their beloved “Bravolebs.”
Their presence at a reality TV weekend party featuring talent known for their heated interactions with co-stars and flair for the dramatic created a one-of-a-kind opportunity for the brand’s passion for positivity to shine.
Lay’s enlisted the services of The Real Housewives of New York City’s Dorinda Medley, The Real Housewives of Beverly Hills’ Kyle Richards, and The Real Housewives of New Jersey’s Melissa Gorga. The trio, who we secured through work with Bravo’s parent company NBCUniversal, became The Real Housewives of Lay’s. They used the weekend to talk about how they managed to Stay Golden during some of their most controversial moments on screen and highlight their best times.
“I have been selected to be a Real Housewife of Lay’s, because I stay golden even when the drama gets heavy,” Kyle shared on the October 9 episode of Watch What Happens Live with Andy Cohen ahead of the event. “You know that I want to lift the mood, I love to do the splits, and that inspired my Party Splits chip creation, which pairs nicely with a split margarita.”
Penned social copy used for talent socials that integrated brand messaging.
Attendees provided with windows to meet talent, take photos at co-branded locations inside Manhattan’s Javits Center, and watch them speak on panels like the two Bravo’s Most Golden Moments Power Hours, presented by Lay’s and three Bravopalooza: Lay’s Golden Hours.
The weekend wrapped with iconic Housewives moments from across the franchise shown in a package sponsored by Lay’s during Watch What Happen Live Presents: Andy’s Legends Ball.
Created three exclusive Lay’s treat recipes (still available on BravoTV.com) inspired by each Housewife’s on-screen history for attendees to try on-site and at home.
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SOLID BLACK is an ongoing initiative from Doritos to provide resources and a platform for Black Changemakers who use innovation and boldness to drive culture and give back to their communities.
Doritos and their PepsiCo Foundation partnered with BET to showcase these do-gooders with an in-show SOLID BLACK moment at the 2022 BET Awards, which led to a commercial featuring comedian Ego Nwodim and the crew immediately after.
Days ahead of the BET Awards, the Changemakers posted branded spotlight videos showing the work they’re doing to support their causes.
The following are a few Frito-Lay portfolio campaigns I had a light hand in helping execute. However, I am especially thankful to have a front-row seat to see how huge, high visibility creative is conceived and brought to fruition, then amplified through partnership. Being Associate Director at OMD and The Content Collective is a daily masterclass on how the best in the business live up to and surpass expectation.