Frito-Lay x Jack’s Links:

Meat Your Flavor:

Client: Frito-Lay

Role: Senior Creative Lead, Brand & Creative Strategy

Year: May 2024

I was brought onto this role as a brand and creative strategist, meeting directly with client leads to craft this new campaign from High Dive for Frito - Lay that sought to express the benefits of this bold new collaboration.

When consumers pick up beef jerky, they’re usually thinking functionally— looking for that quick energy boost or protein to get them through the last leg of a road trip or a sluggish afternoon.

But when they’re snagging Fritos, Doritos or Cheetos, it’s all emotion, baby—

Flaming Hots just speak to the soul in a completely different way.

How do we communicate what consumers get out of combining both?

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