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Frito-Lay is Changing the World of Business for The Better with Ciara Dilley, Frito Lay

Gooder Podcast featuring Ciara Dilley

Those of us outside the walls of Frito-Lay have not necessarily considered the brand aligned with natural foods, environmental stewardship, or considered a small business advocate. But little did we all know, that this mammoth tanker of an organization has been quietly growing a passionate army of stewards ready to take on some of businesses biggest issues including healthy food innovation, food instability, small and women-owned business finance and mentoring, environmental stewardship and so much more. The number of business initiatives PepsiCo and Frito-Lay has been developing to make a positive impact in business and the lives of the most marginalized is staggering.

Join Ciara Dilley, VP of Marketing, Transform Brands and Portfolio Innovation for Frito-Lay North America and I, as we discuss how she is harnessing the resources of a multi-national to affect positive change in the food and beverage industries — starting with the Stacy’s Rise Project and venturing into other initiatives. It turns out that Frito-Lay may be becoming the largest Citizen brand in our category, and they’ve got just the right person to lead the way.

When we support women-owned business – the world will become a better place. – Ciara Dilley

In This Episode We Learn:

  • Ciara’s passion for Female Founders and woman-owned business.
  • How she uses Frito-Lay strengths of brand, product, and voice to empower and support female founder brands.
  • The power of Stacy’s Rise Project and WomenMade initiatives.
  • Why Stacy’s Rise Project is bridging the funding gap for female-founded business.
  • How Ciara uses stewardship initiatives to grow employee engagement, retention, and satisfaction.
  • How the impact of the Frito-Lay initiatives complement and supplement the work being done in the Naturals industry.
Gooder Podcast

Frito-Lay is Changing the World of Business for The Better with Ciara Dilley, Frito Lay

About Ciara Dilley:

Ciara Dilley – Vice President of Marketing, Transform Brands and Portfolio Innovation for Frito-Lay North America, leads the company’s ever-evolving and diverse portfolio of Transform Brands – including Stacy’s, SunChips, Smartfood, Popcorners, and Off the Eaten Path. Also overseeing Frito-Lay’s portfolio innovation, Ciara is making it easier than ever for consumers to discover new flavors, ingredients and brands powered by purpose. Ciara also leads our Sustainability agenda, championing our focus on more environmentally friendly packaging solutions.

A seasoned veteran with more than 20 years of industry experience, Ciara’s passion is supporting women, both inside and outside the walls of Frito-Lay. In addition to being personally involved in a number of initiatives that involve coaching and connecting businesswomen, Ciara recently led the launch of WomanMade, a PepsiCo initiative developed to advance female founders in the food and beverage industry through funding and exclusive mentoring opportunities.

Since joining Frito-Lay in February 2019, Ciara has led Stacy’s Rise Project – a flagship grant and mentorship program by the female-founded Stacy’s brand – to flourish as an industry best-in-class initiative, awarding up-and-coming female entrepreneurs with hundreds of thousands of dollars in business grants and providing them with unprecedented access to PepsiCo people and resources to achieve long-term success.

In addition, under Ciara’s leadership, Smartfood popcorn added Smart50 to its lineup – featuring 50 calories or less per cup – and underwent a full brand redesign that involved a complete swipe of its social channels and packaging updates across the entire portfolio.

Prior to joining PepsiCo, Dilley leveraged her experience in communications and innovation to grow major international consumer brands including Diageo, Campbell Soup Company and Kellogg Company.

LinkedIn: Ciara Dilley, https://www.linkedin.com/in/ciara-dilley-305469b/

Media Contact – Frito-Lay Brand Communications: Jen Crichton, jen.crichton@pepsico.com

Show Resources:

Pepsico – An American multinational food, snack and beverage corporation headquartered in Harrison, New York, in the hamlet of Purchase. PepsiCo has interests in the manufacturing, marketing, and distribution of grain-based snack foods, beverages, and other productsFrito-Lay – an American subsidiary of PepsiCo that manufactures, markets, and sells corn chips, potato chips, and other snack foodsStacy’s – Stacy’s Pita Chips is a brand of snack products based in Randolph, Massachusetts, specializing in various flavors of pita chips. Pita chips are slices of pita bread which are baked until crunchy.Stacy’s Rise – Created to help bridge the funding gap for female founders, Stacy’s Rise Project™ has been connecting and empowering women business owners for years. That’s why Stacy’s is sharing our resources with other female-founded businesses like those founded by these 30 women. Support them by adding their products and services to your cart.Pepsico Foundation – As we strive to become a Better company, we are helping nurture that potential all around the world by leading the way toward a more sustainable food system, from investing in sustained nutrition, to promoting safe water access, effective waste management, and women’s empowerment.Kelloggs – An American multinational food manufacturing company headquartered in Battle Creek, Michigan, United States. And the original plant-based well-being company.Greenhouse Accelerator – Support food and beverage entrepreneurs through a collaborative mentor-guided business acceleration program.Hello Alice –  Step-by-step guides, expert resources, and collaborative communities of fellow entrepreneurs to find funding opportunities and experts for small business.The J.E.D.I Collaborative – The OSC² J.E.D.I Collaborative of industry peers and experts is leading this project for the natural products industry to frame the business case for embedding justice, equity, diversity and inclusion into our entire food ecosystem. Our intent is to take a positive, forward look vs. a “fix what’s broken” position. We seek to understand the deeper issues and to devise an outline for the best solutions. We will clarify the systemic issues that require courage and thought leadership and define immediately controllable issues we all can address as an industry and in our day-to-day operations. We will develop a step-by-step approach to serve as a model to facilitate and inspire the industry to commit and take action. We will develop a reporting tool to demonstrate the impact of the project on progress. We believe the benchmark reporting will result in an increase in productivity in an increasingly multicultural marketplace.Untamed by Glennon Doyle – In her most revealing and powerful memoir yet, the activist, speaker, bestselling author, and “patron saint of female empowerment” (People) explores the joy and peace we discover when we stop striving to meet others’ expectations and start trusting the voice deep within us. Untamed shows us how to be brave. As Glennon insists: The braver we are, the luckier we get.The Moment of Lift: How Empowering Women Changes the World by Melinda Gates -A debut from Melinda Gates, a timely and necessary call to action for women’s empowerment.The Boss Network by Cameka Smith – Our mission is to promote and encourage the small business spirit and professional development of women of color. The BOSS Network is a community of career and entrepreneurial women, who support each other through content, online programs and event-based networking.

Diana Fryc

For Diana, a fierce determination to pursue what’s right is rooted in her DNA. The daughter of parents who endured unimaginable hardship before emigrating from Eastern Europe to the U.S., she is built for a higher purpose. Starting with an experience working with Jane Goodall to source sustainably made paper, she went on to a career helping Corporate America normalize the use of environmentally responsible products and materials before coming to Retail Voodoo.

Connect with Diana
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It’s Time to Lead with Passion and Heart with Jane Pinto, Pinto Barn

Gooder Podcast Featuring Jane Pinto

We humans, especially in the naturals space, have desires to live strong clean, and healthy lives. My guest Jane is no different – however, her journey into the better-for-you space took a route many of ours don’t. A child born with food allergies added fuel to her entrepreneurial ways and inspired her to use her natural leadership ways to help move the free-from movement mainstream.

In this episode, Jane Pinto, founder of First Crop, Don’t Go Nuts, Sacred Sleep, and the Pinto Barn shares with me, her journey of developing brand ecosystems that are based on the foundations of reciprocal relationships. She challenges our thinking as brand owners and consumers to do one thing every day that holds our industry accountable for the claims we make and the passions and commitments we profess. And she reminds us that true leadership starts with the heart. Listen, learn, and get inspired!

In this episode we learn:

  • What sacred economics are and how companies can embrace this philosophy.
  • Why we should always believe that there is enough for everyone.
  • How to create brands using the foundations of love, transparency, and authenticity.
  • How being honest about your knowledge, abilities and your feelings can make you a better leader.
  • How to have courageous conversations with your consumers, customers, business partner, community and employees.
  • That it’s time to be bold, real, and fierce leaders.
Gooder Podcast

It’s Time to Lead with Passion and Heart with Jane Pinto, Pinto Barn

About Jane Pinto:

Jane Pinto is founder of First Crop, Don’t Go Nuts, and Pinto Barn. She is a lifelong visionary in the naturals and wellness space building cultures of love and care, companies with strong missions that are devoted to healing and elevating people and the planet, and spent her entire career helping corporations create workplaces that honor unconditional equality. Her companies create innovative products and services that help people improve their lives through engaging with consciously created, uniquely designed products.

LinkedIn: https://www.linkedin.com/in/jane-pinto-5977a814/

E-mail: jpinto@firstcrop.com

Show Resources

Pinto Barn – Founded in 2011, based in Salida, Colo., Pinto Barn is a collective of caring hearts who commit their energy, talents, and passion to consciously creating products that help people to live healthy, whole lives. Divisions include Don’t Go Nuts and Sacred Sleep.

Don’t Go Nuts – makes safe nut-free foods using organic, non-GMO ingredients that are good for you and good for the planet.

First Crop – A hemp and CBD brand with the mission of “Healing People and Planet one seed…one soul… one regenerative act at a time.”

Sacred Sleep – a division of Pinto Barn Inc., is a company dedicated to Lifestyle Sleep Wellness and to creating Sleep Sanctuaries to help people set intention around sleep. In addition to the new organic cotton and fair-trade alpaca collections, Sacred Sleep’s product offering includes luxury eucalyptus blend sheets and mattress covers, medicinal herb loose-leaf teas in daytime and nighttime blends, and custom locally made pottery mugs and tea bowls. Sleep is sacred, so are you.

Hilary’s Eat Well – is the creator of convenient and culinary foods that are made from real ingredients and are free from common allergens. We are helping to heal the American diet by bringing these foods to all people who seek tasty, nourishing cuisine. Our products forge innovative culinary paths and disrupt the status quo. We care about the health of our customers, employees and ecosystem.

EnjoyLife – Enjoy Life Foods is the leading brand in the growing Free-From category, featuring a robust portfolio of Certified Gluten Free and Non-GMO Project Verified products that are free-from 14 common allergens. Enjoy Life’s mission and brand promise is to deliver safe, better-for-you products free-from food allergens, but not free-from taste so everyone can Enjoy Life and Eat Freely!

Diana Fryc

For Diana, a fierce determination to pursue what’s right is rooted in her DNA. The daughter of parents who endured unimaginable hardship before emigrating from Eastern Europe to the U.S., she is built for a higher purpose. Starting with an experience working with Jane Goodall to source sustainably made paper, she went on to a career helping Corporate America normalize the use of environmentally responsible products and materials before coming to Retail Voodoo.

Connect with Diana
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White Paper: DTC for CPG Brands

Why it’s time to use DTC to establish a first-party data strategy to increase your CPG Brands brand’s relevance.

Learn why food, beverage, and wellness brands are rethinking their DTC strategies to include consumer insights. As CPG Businesses have come to DTC marketing’s new frontier many leaders are looking to answer critical questions about their brand’s medium and long term viability. Key business areas of concern include:

  • Lost brand relevance due to marketplace disruption
  • Competitive pricing strategies vs. brand value
  • When the DTC bubble will burst in the new normal brought about by Covid-19

By switching to a brand-driven first-party data strategy, better-for-you brand owners are future-proofing their business and retooling for growth.

Download this white paper to learn how to:

  • Identify entrepreneurial cognitive bias and develop strategies to break out
  • Reduce reliance on pantry stocking and plan for two-way relationships with consumers
  • Reduce the risk of commoditization by leveraging first-party data to elevate brand purpose

Get this exclusive report brought to you by Retail Voodoo, the branding firm that has helped KIND, Essentia, LesserEvil, Wedderspoon, PCC Natural Markets, REI, and Starbucks build brand-driven strategies that create meaningful, sustained growth.

David Lemley

David was two decades into a design career with a wall full of shiny awards and a portfolio of clients including Nordstrom, Starbucks, Nintendo, and REI. His rocket trajectory veered when his oldest child faced a health challenge of indeterminate origin. Hundreds of research hours later, David identified food allergy as the issue and convinced skeptical medical professionals caring for his child. Since that experience, David and Retail Voodoo have been on a mission to create a cleaner, healthier, more sustainable food system for all.

Connect with David
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White Paper: Navigating Brand Disruption

Covid Series: Vol 01

Why it’s time to develop a brand-driven strategy to future-proof your brand.

Learn why food, beverage, and wellness brands are rethinking their fragmented strategies that hinder their marketplace performance in the face of unexpected disruption.

Businesses who are relying on the four P’s of marketing are especially subject to disruptions in the age of Covid.

By switching to a brand-driven strategy, better-for-you brand owners are future-proofing their business and retooling for growth.

Download this white paper to learn how to:

  • Plan for distribution hiccups and eliminate lost opportunities.
  • Reduce ingredient dependence in favor of brand-driven benefits.
  • Outpace copycat competitors by delivering on brand purpose.
David Lemley

David was two decades into a design career with a wall full of shiny awards and a portfolio of clients including Nordstrom, Starbucks, Nintendo, and REI. His rocket trajectory veered when his oldest child faced a health challenge of indeterminate origin. Hundreds of research hours later, David identified food allergy as the issue and convinced skeptical medical professionals caring for his child. Since that experience, David and Retail Voodoo have been on a mission to create a cleaner, healthier, more sustainable food system for all.

Connect with David
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Confessions of a Marketer Podcast: Marketing Starbucks (2 of 2)

Featuring David Lemley

On Episode 98, David Lemley is back to continue our chat about retail marketing. This time we focus on his time early on at Starbucks, which taught him a lot. He takes that education with him today to help him current client roster. There are some valuable lessons in David’s story—plus he gives us a look at the future.

Listen on Confessions of a Marketer

David Lemley

David was two decades into a design career with a wall full of shiny awards and a portfolio of clients including Nordstrom, Starbucks, Nintendo, and REI. His rocket trajectory veered when his oldest child faced a health challenge of indeterminate origin. Hundreds of research hours later, David identified food allergy as the issue and convinced skeptical medical professionals caring for his child. Since that experience, David and Retail Voodoo have been on a mission to create a cleaner, healthier, more sustainable food system for all.

Connect with David
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Confessions of a Marketer Podcast: Marketing in Retail (1 of 2)

Featuring David Lemley

On Episode 97, we have David Lemley in to chat about marketing in retail—he calls it retail voodoo. David was an early employee at Starbucks, and that experience taught him a lot. His company, Retail Voodoo, does brand strategy for specialty food and beverage brands. David’s expertise in brand strategy, innovation, consumer markets, and consumer behavior is deep, so I wanted to talk to him about retail marketing, what the retail landscape looks like, and of course Starbucks (which we get to in part two). But in part one, we get the low down on Retail Voodoo.

Listen on Confessions of a Marketer

David Lemley

David was two decades into a design career with a wall full of shiny awards and a portfolio of clients including Nordstrom, Starbucks, Nintendo, and REI. His rocket trajectory veered when his oldest child faced a health challenge of indeterminate origin. Hundreds of research hours later, David identified food allergy as the issue and convinced skeptical medical professionals caring for his child. Since that experience, David and Retail Voodoo have been on a mission to create a cleaner, healthier, more sustainable food system for all.

Connect with David
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Brand Strategy Checklist 1: Strengthen Your Brand’s Body

We all agree that brand strategy is vital to your business. Profit, loss, fame, or ruin all hang in the balance. Since getting it right is critical and fortune favors the well-prepared, Retail Voodoo created our own brand strategy checklist toolkit to drive all client engagements.

Why is Retail Voodoo’s brand strategy checklist in three parts?

Over the years, we’ve helped hundreds of clients evolve their businesses through brand strategy. So, we’ve learned a few things about how to make it stick. And we believe the journey of developing a comprehensive brand strategy is best broken down into three realms:

  1. The physical (external forces) that influence your brand.
  2. The mental (the psychology) of the organization.
  3. And the soul (the spirit) of the brand.

Just like people, when your organization’s brand strategy has clarity and alignment in these three realms, the outcome is strength and confidence, powerfully focused on the future. In this first installment of our brand strategy toolkit, we explore the physical, external forces that influence the mechanics of your brand. The external forces or physical aspect of brand strategy will help us see the way toward meaningful and long-lasting differentiation.

For brand strategy to be successful and lucrative, your team not only needs to understand but collectively buy-in to the ways in which the outside world shapes your brand’s reality. Let’s look at the difference between a competitive audit and competitive advantage with the goal of using both to put shape to audience mapping through the lens of trend analysis.

Competitive Audit

What is it? 
The basic version is a review of all the competing brands in your space and how they communicate. But this is just the beginning. A meaningful competitive audit also looks at offerings, events, and circumstances competing for your audience’s attention and dollars.

The “Retail Voodoo Way:”
We assess all of your competitors with this checklist. We study their social media streams, public relations, consumer-facing communication, in-store, and online experience. We then benchmark your brand against that information.

What you can do with it:
When armed with a robust competitive audit, your company’ has the power to change from emotion-based marketing to differentiation based communication. It also lays the foundation for seeing innovation from a strategic perspective rather than merely opportunistic.

Questions to ask:
1. Do we know our real competition?
2. What adjacent categories are consumers looking at when considering our brand?
3. What other businesses and products might we make if we had clarity?

Core Audience Map

What is it?
A comprehensive profile of who currently purchases your brand.

The “Retail Voodoo Way:”
A meaningful core audience map goes beyond demographics by placing the people currently buying your brand into an audience-to-be universe. We use primary research to map this and find out who is different and where things overlap.

What you can do with it:
A research-driven core audience map gives a company new power. Not only does this allow for easier persona creation in sales and marketing, but helps leadership and product development get into new businesses and get out of others.

Questions to ask:
1. What primary research are you using to build your current audience map?
2. Who else in your category shares the same audience?
3. Who would you include in an audience-to-be map?

Competitive Advantage

What is it?
Admit it, you think this one is obvious. But remember, there are 300 choices of toothpaste. But competitive advantage isn’t simply what you make, who you are, and how good you are at the 4 P’s of marketing (product, price, place, promotion). In our world, it’s much more.

The “Retail Voodoo Way:”
We look at competitive advantage as a three-legged stool. First, we determine what your company does or makes better than anyone else. Then we look at whether you have proprietary ingredients in your matrix, or not. Finally, we look at who is disrupting you – along with how and why. And when appropriate, we look at which competitors and adjacent categories your brand can disrupt.

What you can do with it: 
Once your team understands your distinct and ownable differences in the competitive landscape, your brand has a chance to move from competing on price and being in the right place to being sought out and commanding a premium at the same time.

Questions to ask:
1. What market conditions exist to give us clear competitive advantage?
2. How and why are we different than others with similar offerings?
3. What needs to change internally or externally for our brand to have a stronger advantage?

Trend Analysis

What is it? 
Trend analysis for branding is different than the financial world. In branding, history does not necessarily repeat itself. In brand strategy, trends are social proof.

The “Retail Voodoo Way:”
Since brands and branding run on the backbone of modern culture, it is imperative to anyone crafting a brand strategy to have insight into what’s coming next. But that takes more than following the Kardashians on Instagram. We believe data, shopper insights, and emerging cultural preferences are the strongest predictors of trends that brands can leverage.

What you can do with it: 
A validated trend report provides management with confidence to move boldly toward a new future, create new offerings, and stop producing items that no longer fit the cultural norm.

Questions to ask:
1. How do our products and services fit into modern society?
2. What social proof do we use when evaluating our innovation pipeline?
3. How might our business change and grow by paying attention to trends as part of strategy?

In our next installment of our brand strategy checklist, we will focus on the psychological aspects that shape your brand.

David Lemley

David was two decades into a design career with a wall full of shiny awards and a portfolio of clients including Nordstrom, Starbucks, Nintendo, and REI. His rocket trajectory veered when his oldest child faced a health challenge of indeterminate origin. Hundreds of research hours later, David identified food allergy as the issue and convinced skeptical medical professionals caring for his child. Since that experience, David and Retail Voodoo have been on a mission to create a cleaner, healthier, more sustainable food system for all.

Connect with David