Since immigration policies in Canada changed over 50 years ago, the country has seen a massive shift in demographics. Canada is a diverse nation with 1 in 5 Canadians being Multicultural. With surging immigration from Asia, 1 in 3 Canadians will be Multicultural by 2030.

As food is a common thread that unites individuals and communities, Frito Lay set out to be the authentic leader in Multicultural snacks for Asian Canadians.

From cucumber to hot and spicy and chicken tomato to masala munch, Frito Lay offered a range of new flavors that are most popular in the home countries of New Canadians. These delicious flavors were made from ingredients sourced from their native countries, guaranteeing the taste profiles that people recognized and had an affinity with.

The launch of the new Frito Lay flavors from Asia required a creative strategy that prioritized authenticity, relevance, and cost-effectiveness. The goal was to deliver a product experience that was as close as possible to what multicultural consumers knew at a price-point that made sense.

By adapting brand positioning and incorporating a new tonality, we were able to connect with new Canadians in meaningful ways. There were many hurdles to overcome, such as the complexity of communication in many languages, but consumers related with us nevertheless.

To target multicultural shoppers, we focussed on ethnic retailers and planograms where they shop, but Frito Lay was not present. In addition, the creation of incremental displays to build scale, adapting in-store displays for key moments, and implementing media to shelf programs to drive pre-shop awareness, were pivotal.