PepsiCo Frito-Lay Influencer Case Study
Background
The PepsiCo Frito-Lay team invited 10 prominent food influencers from across the U.S. to visit their research and development facilities in Plano, Texas. During their visit, they planned to introduce the influencers to internal R&D facilities and processes, let them try potential new flavors and flavor inspirations, also provide them with a glimpse into Frito-Lay's extensive agricultural operations. At the end of their visit, they wanted influencers to walk away with deeper knowledge about Frito-Lay's products, process and purpose, and potentially share their learnings with their followers.
The Frito-Lay team asked Caroline Gutman Studio to produce and capture documentary-style content of the events.
Approach
We proposed capturing both photo and video for comprehensive visual storytelling content that could be used by both Frito-Lay and the guest influencers.
Video
We opted to focus on the events throughout the day, creating cinematographic-style event coverage of Frito Lay speakers, Q&A with the invited influencers, as well as R&D demonstrations.
We also provided 10-second audio-less vertical video montages of each influencer so they'd have ready-to-go content at home. We delivered the individualized clips within hours of their departure and they could share them via any and all social channels. (sample clips below)
Photo
We captured documentary style images of influencers interacting with each other, scientists, speakers and test products. We also made portraits of influencers that highlighted the Frito-Lay facilities. Instead of a typical event photography feel, we wanted the images to convey how this immersive experience was transformational for the influencers' understanding of Frito-Lay and helped further their appreciation for how much thought, time and collaboration goes into making great products.
Influencer Video Samples
Nadia
Bailey
Roice
About Caroline Gutman Studio
Caroline Gutman is a photographer, director and producer with a passion for telling compelling brand stories that connect people. Her clients include PepsiCo, Peloton, Apple, British Airways, The New York Times, National Geographic, The Atlantic and Smithsonian Magazine. See more of her work here. Caroline is also an avid gardener, a city cyclist and a one-time skydiver.
