Frito-Lay Back to School

Each concept was designed around the emotional and practical needs of time-strapped, budget-conscious moms while aligning with Dollar General’s brand promise of affordable convenience and community support. Our approach leaned into giving multipack purchases extra purpose: fueling joy, connection and even educational impact.

Role:
Concept development, shopper insight alignment, storytelling and copywriting across pitch materials, activation mechanics, and digital reward platforms.