Dive Brief:

• Frito-Lay debuted a new 60-second ad on "Good Morning America" last week that highlights what the brand is doing to support coronavirus relief, according to details the company shared with Marketing Dive. The ad, "It's About People," was also scheduled to air during "20/20," "The Late Late Show with James Corden" and "The Voice."
• The PepsiCo brand's in-house team created the ad, which has no voiceover and instead uses text, music and images to convey its message that people need brands to take action, instead of telling them how they should feel. The ad highlights how Frito-Lay is creating 3,000 new full-time jobs with benefits, donating $15 million to COVID-19 relief efforts, working with charities to donate meals to families in need and funding virus testing efforts. ​
• The ad encourages consumers to visit fritolay.com/action, where they can learn more about what the brand is doing to support coronavirus relief. Visitors can also directly e-mail [email protected] to share how they're helping their community and how additional support can make an impact, according to a Frito-Lay spokesperson.
   

Dive Insight:

Frito-Lay's ad reflects data indicating consumers are more responsive to ads from brands that show how they are taking action during the pandemic. More than half of consumers believe brands are responding more quickly and effectively to the coronavirus pandemic than governments, according to a recent study from Edelman​. Sixty-two percent of people believe that their country will not endure the crisis without brands playing an active role in relief efforts.

Additionally, the campaign was built in-house, a move that many brands have been adopting as global shutdowns have made it more challenging to work with outside agencies on new productions. Fifty-five percent of brands reported in-house agencies are the most important partner for producing new creative assets during the pandemic, and 42% cited other forms of internal teams, according to a recent report from ANA.

The in-housing trend could continue after the shutdowns, as the cost savings and efficiency offered by these departments could be a better choice in an economic downturn.

"The longer-term impact could, however, mirror what we saw with the economic downturn of 2008. That is, work that would otherwise have been outsourced being funneled in house," Emily Foster, director of the In-House Agency Forum (IHAF), a trade group representing internal agencies, recently told Marketing Dive​.

While Frito-Lay is not pushing a hard sell for snack foods with its spot, the CPG marketer is well-positioned as grocery sales spike as a result of people stocking up on supplies while living in lockdown. If the brand can build good will among consumers, this could translate to an increase in sales.