Lookbook-FritoLay

Game Day with Frito Lay

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Copyright (c) 2018 Quotient Technology Inc. All Rights Reserved. Quotient, the Quotient logo, Quotient Retailer iQ, Ahalogy, Aha!ogy, Muse, and Brandables are trademarks or registered trademarks of Quotient Technology Inc. and its subsidiaries in the United States and other countries. Other marks are the property of their respective owners. Please Do Not Copy or Circulate. We do not make any guarantees regarding outcomes or that this product will meet your company’s unique needs.

The Ahalogy Difference TREND OUTLOOK T I TLE

Brandables CUSTOM, BRANDED CONTENT

Ahalogy is a Quotient brand and a market leader in trend-driven influencer content and social media marketing. The platform delivers proven ROI through category trend data, premium influencer content, and verifiable audience targeting. Depending on a brand’s objectives, Ahalogy campaigns now have access to Quotient first-, second-, and third- party data to target shoppers, along with a number of advanced measurement solutions.

Using our quality traffic test and brand match score, we hand-select influencers from our network of 10,000+ partners that we recommend to your brand, allowing you to weigh in on the selection briefing and final creative output.

A

Ahalogy Muse DATA-DRIVEN IDEAS

Verified Targeting REACH YOUR AUDIENCE

We don’t rely on questionable claims of impressions and reach. We use 100% paid social media to guar- antee your content reaches the right buyer. Third- party tracking verifies landing page and engagement metrics.

We start with inspiration from Muse, our proprietary source of influencer content data and trends, to guide the creative production, while uncovering audience insights to target shoppers along their path to purchase.

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AHALOGY TREND OUTLOOK

Game Day with Frito Lay Football season recently came to an end, but marketers like you are already starting to plan their playbooks for this year’s upcoming season. Tailgating season will be here before you know it, and we’re set-hut-hiking our way into the year’s hottest trends. Whether you’re prepping for a tailgate outside the arena or a simple game day party at home, we can help you score a win with everything from popular reci- pes to DIY entertaining tips that consumers will love. Follow this planning guide—complete with category data to drive con- tent creation, examples of high-quality branded influencer content, and thought starters for your campaign planning.

Table of Contents

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THE AHALOGY DI FFERENCE

INTRODUCT ION

TRENDING TOP ICS

BRANDABLES EXAMPLES

ABOUT AHALOGY

WORK WI TH US

FOOD & DR INK Trending Topics

All eyes may be on the screen while the ball is in play, but we know that Food & Drink content is the true star of foot- ball season. While we all love traditional game day dishes like nachos, wings, and dip, we’re bringing out some new plays with a little help from Ahalogy Muse. Steal some of these trend predictions, and you’re sure to score a touch- down with your fans.

10 | Game Day with Frito Lay

Buffalo Dip with a Twist FOOD TREND:

Brands to Feature: Tostitos, Fritos

TOP RELATED KEYWORDS:

Buffalo Dip is a must-have at any tailgate party. Shoppers are adding creative twists to an old favorite by infusing the classic flavors into bite-size appetizer recipes and adding new ingredients for a fun refresh. But what’s a great dip without the chips? Make Tostitos and Fritos the star of this Game Day favorite and inspire shoppers with delicious new recipe ideas.

Slow Cooker

Low Carb

Appetizer

Bites

Brussels

Cauliflower

“Buffalo Dip” continuously grows in popularity throughout football season with a peak on January 30, right before the Super Bowl. FEB MAY AUG NOV FEB

Wontons

Pinwheel

Football

Ranch

Healthy

Dipping

Spicy

Buffalo Roll Ups

Buffalo Cauliflower Dip

Buffalo Bites

12 | 2018 Fall Trend Outlook

Powered by Muse | 13

Sweet & Salty Snacks FOOD TREND:

Brands to Feature: Rold Gold, Lays, Ruffles

TOP RELATED KEYWORDS:

Inspire shoppers to add sweet & salty treats to the Game Day menu by infusing classic desserts like brownies, blondies, and truffles with a salty surprise. From sweet & salty snack mixes tossed with crunchy Rold Gold pretzels to infusing a sweet treat with delicious Lays and Ruffles, football enthusiasts are sure to engage with this crowd-pleasing content idea.

Peanut Butter

Chocolate

Pretzel

Bacon

Caramel

Strawberry

FEB

MAY

AUG

NOV

FEB

Snack Mix

“Sweet & Salty” recipes experience a peak in popularity on November 18, at the height of football season.

Trail Mix

White Chocolate

Treat

Crunchy

Candy

Chocolate Covered

Salted Caramel Pretzel Bars

Game Day Snack Mix

Potato Chip Truffles

14 | 2018 Fall Trend Outlook

Powered by Muse | 15

Walking Taco Station FOOD TREND:

Brands to Feature: Doritos, Fritos

TOP RELATED KEYWORDS:

Who doesn’t love a walking taco? Kids and adults alike are sure to love this fun Game Day entertaining idea— inspire shoppers to set up a “Build-Your-Own Walking Taco Station” for the ultimate no-fuss homegating menu. Pair single-serve Doritos and Fritos with homemade chili recipes and on-trend pairings like Guacamole, Home- made Salsa, and more.

Party Food

Pulled Pork

Hawaiian BBQ

Outdoor

Tailgate

Slow Cooker

FEB

MAY

AUG

NOV

FEB

Bar

“Walking Taco” trends during the late summer months and again in January, right before the Super Bowl.

Crowd

Frito

Kids

Guacamole

Cheesy

Teriyaki

Homemade Guacamole

Slow Cooker Chili

BBQ Pork Walking Taco

16 | 2018 Fall Trend Outlook

Powered by Muse | 17

Mimosa Bar DR INK TREND:

Brands to Feature: Tropicana

TOP RELATED KEYWORDS:

For early morning tailgate prep, there’s nothing better than mimosas to get the party started. Inspire shoppers to add a Mimosa Bar to their tailgate menus starring Tropicana. Offer up a variety of juice, champagne, and on-trend drink pairings like fresh fruit or beer for a “Beer-mosa” option.

Brunch

Cranberry

Prosecco

Orange Juice

Menu

Grapefruit

FEB

MAY

AUG

NOV

FEB

Cupcake

“Mimosa” trends throughout the fall and winter months with peaks on October 29 and December 30.

Bar

Vodka

Beer

Strawberry

Blood Orange

Cream

Beer-mosa

Mimosa Float

Boozy Brunch Bar

18 | 2018 Fall Trend Outlook

Powered by Muse | 19

Sparkling Substitutes DR INK TREND:

Brands to Feature: Bubly

TOP RELATED KEYWORDS:

For football fans looking to lighten up their Game Day party menu, have influencers create delicious recipes for lightened up cocktails to have on hand. Bubly is the per- fect “sparkling substitute” for cocktails typically made with sugary juices or soda. Pair drinks with on-trend Game Day cocktail flavors like blood orange, pineapple, bourbon, and jalapeno.

Watermelon

Fall

Pomegranate

Punch

Sangria

Blood Orange

FEB

MAY

AUG

NOV

FEB

Bourbon

“Sparkling Cocktail” trends throughout the year with peaks on July 18, November 17, and December 12.

Lime

Vodka

Mocktail

Spicy

New Year

Grapefruit

Citrus Sparkling Cocktail

Sparkling Bourbon Punch

Sparkling Cider

20 | 2018 Fall Trend Outlook

Powered by Muse | 21

Tailgate Essentials ENTERTAINING TREND:

Brands to Feature: LifeWTR, Pepsi, Diet Pepsi, Pure Leaf Tea

TOP RELATED KEYWORDS:

During the fall, shoppers search for tips and tricks to make tailgating less stressful. Provide football fans with tailgating hacks and lists of essentials to bring along, especially when it comes to packing the perfect cooler. Lifewater, Pepsi, Diet Pepsi, and Pure Life Tea are sure to keep tailgaters hydrated and happy throughout Game Day.

Healthy

Dip

Recipes

Fall

Ultimate List

Food

FEB

MAY

AUG

NOV

FEB

Party

“Tailgate” trends throughout the fall with peaks on September 19 and January 27.

Picnic Supplies

Soda Bar

Platter

Hosting

Parking Lot

Cooler

Tailgate Cooler Packing List

Game Day Soda Bar

Top Tailgate Tips

22 | 2018 Fall Trend Outlook

Powered by Muse | 23

Football “Cream Pies” FOOD TREND:

Brands to Feature: Quaker Oats

TOP RELATED KEYWORDS:

Inspire shoppers to add something sweet to their Game Day party menus with a football-themed Oatmeal Cream Pie recipe. This classic treat gets a Game Day makeover with the help of Quaker Oats. Have influencers add sea- sonal flavors for fall tailgates like pumpkin, carrot cake, or salted caramel.

Banana

Caramel

Homemade

Football

Bars

Chocolate Chip

FEB

MAY

AUG

NOV

FEB

Cake Pop

“Oatmeal Cream Pie” experiences a peak in popularity on February 2, right around the Super Bowl.

S’mores

Pumpkin

Maple

White Chocolate

Dessert

Kids

Pumpkin Oatmeal Cream Pies

Oatmeal Cream Pie Bars

Salted Caramel Oatmeal Cream Pies

Slider Bar FOOD TREND: Brands to Feature: Doritos, Tropicana, Pepsi

TOP RELATED KEYWORDS:

Nothing says Game Day quite like bite-size sliders— from burgers to pulled pork, this is one trend that never ceases to excite shoppers. Make Frito-Lay products the star of the show—from Doritos-infused burgers to Pepsi BBQ pulled pork to marinades made with Tropicana orange juice...the possibilities are endless!

Hawaiian Ham

Cheeseburger

Stuffed

Pulled Pork

Mac N’ Cheese

Monte Cristo

FEB

MAY

AUG

NOV

FEB

Bacon

“Slider” trends throughout the entire football season with peaks on September 29, December 28, and January 30.

Buffalo Chicken

Meatball

Instant Pot

Slow Cooker

Cheesesteak

BBQ Sauce

Pepsi BBQ Pulled Pork

Spicy Dorito Burgers

Citrus Chicken Slider

CAMPAIGN SPOTL IGHT Frito-Lay Game Day 2018 Campaign

Last year, Frito-Lay wanted to dial it up a notch when it came to helping shoppers plan their Super Bowl party menus. We began with Muse trend data to uncover one- of-a-kind recipe ideas and ingredient pairings. Here are a few of our favorite recipes that came out of the campaign, created by hand-selected Ahalogy Partners—a network made up of 10,000+ talented influencers, photographers, and top-notch content creators.

28 | Game Day with Frito Lay

with Lays LOADED POTATO CHI P NACHOS

In Collaboration with: Shared Appetite

Nothing says Game Day munchies quite like a heaping pile of nachos. For Frito-Lay’s 2018 Super Bowl Campaign, Shared Appetite shared his take on a crowd-pleasing favor- ite. Using trend-inspired ideas like homemade guacamole and one-skillet dish, he loaded up crunchy Lays potato chips with ground beef and cheese and garnished with fresh jalapenos, pickled onions, and pico.

TREND-INSP I RED CONTENT

Sk i l l e t Nacho s

Guacamo l e

Pi ck l ed On i on

30 | 2018 Fall Trend Outlook

with Lays FRENCH DI P SL IDERS

In Collaboration with: Dad with a Pan

It’s no secret that sliders steal the show on Game Day, especially when it comes to feeding a crowd of hungry fans. Dad with a Pan scored big with shoppers by top- ping his Baked French Dip Sliders with delicious Lays potato chips. This tasty Game Day recipe made Lays the star of the show with the help of beautifully placed product integration.

TREND-INSP I RED CONTENT

Be e f

Fre nch D i p

S l i de r

32 | 2018 Fall Trend Outlook

with Rold Gold BACON CHEESE BAL LS

In Collaboration with: Lemons for Lulu

Bite-size appetizers are a must when it comes to football watch parties. And these Bacon Cheese Balls created by Lemons for Lulu have all the fan favorites: Crumbled Bacon, Cream Cheese, Cheddar, and delicious Rold Gold pretzels for a crunchy surprise. Shoppers were inspired to use their favorite Frito-Lay products in a whole new way, especially when it came to upgrading the classic cheese ball.

TREND-INSP I RED CONTENT

Bi t e -S i z ed

Bacon

Appe t i z e r

34 | 2018 Fall Trend Outlook

with Doritos MAC N’ CHEESE BAL LS

In Collaboration with: Shared Appetite

Mac n’ cheese is a crowd-pleaser on its own, but this bite-size version rolled in crushed Doritos and served up with a spicy aioli sauce took the classic dish to a whole new level. When it came to creating trend-inspired Super Bowl content for Frito-Lay, Shared Appetite really outdid himself. We may never make mac n’ cheese without Dor- itos ever again!

TREND-INSP I RED CONTENT

Bi t e -S i z ed

Mac N’ Che e s e

Appe t i z e r

36 | 2018 Fall Trend Outlook

with Rold Gold PRETZEL & STOUT BROWNI ES

In Collaboration with: Kitchen Konfidence

Kitchen Konfidence was tasked with creating a sweet & salty Game Day treat for Frito-Lay’s 2018 Super Bowl Campaign and boy, did he deliver! This one-of-a-kind dessert recipe infused gooey chocolate brownies with stout beer and Rold Gold pretzels for the ultimate watch party treat. Shoppers couldn’t wait to try out this unique recipe and new use occasion for Rold Gold.

TREND-INSP I RED CONTENT

Swe e t & Sa l t y

Brown i e Bar

Choco l a t e

38 | 2018 Fall Trend Outlook

with Tostitos CHICKEN TORT I L LA CASSEROLE

In Collaboration with: Dad with a Pan

Comfort food is a must for fall parties, especially when it comes to Game Day. Dad with a Pan turned two favorites—chicken tortilla soup and casserole—into one standout dish and scored big with shoppers searching for Game Day dishes for a crowd. These individually por- tioned Tostitos Tortilla Chicken Casseroles are layered with crunchy Tostitos tortilla chips, cheesy soup, and shredded chicken for the ultimate Tex-Mex party recipe.

TREND- INSP I RED CONTENT

Che e s y

Crowd

Tex -mex

40 | 2018 Fall Trend Outlook

WHO WE ARE. . .

& What We’re All About

Ahalogy is a Quotient brand and the market leader in trend-driven influencer content and social media marketing. Brands and agencies tap into Ahalogy to reach new audiences and find new usage occasions based on their target consumers’ interests. The platform delivers proven ROI through category trend data, premium influencer content, and verified audience targeting. A Quotient brand that is located in Cincinnati, OH— the brand marketing capital of the world—Ahalo- gy’s clients include over 100 major brands, with a heavy focus in CPG and Retail.

Data-Driven Influencer Content POWERED BY MUSE Ahalogy Muse™ is an industry-first software platform to help lead- ing marketers identify and act on changing trends in their category. Powered by a network of 10,000+ premium content creators across the web, the tool is powered by influencer performance data. These same insights are leveraged in our Brandables solution as a guide for creative production.

Want Free Muse Access? SIGN UP NOW AT MUSE.AHALOGY.COM

42 | Game Day with Frito Lay

Work With Us L IKE WHAT YOU SEE?

Let our team of experts help you strategize your next influencer campaign with our data-driven approach to content and creative decisions for social or in-store executions. The following package options are available for all 2019 campaigns.

Contact sales@ahalogy.com.

PACKAGE 1: $50,000

PACKAGE 2: $100,000

• 6 Brandables

• 12 Brandables

• Custom trend report

• Custom trend report

• Paid Media execution

• Paid Media execution

• 5,000,000 verified impressions

• 10,000,000 verified impressions

• Audience targeting

• Audience targeting

* Custom proposals available upon request

Powered by Muse | 45

Appendix

IN ORDER OF APPEARANCE:

Doritos Mac & Cheese Balls, Shared Appetite Lays Potato Chip French Dip Sliders, Dad with a Pan

Pretzel & Stout Brownies, Kitchen Konfidence Tostitos Chicken Tortilla Casserole, Dad with a Pan Loaded Potato Chip Nachos, Shared Appetite Triple Layer Chipotle Queso Nachos , Cake N Knife Chipotle Brisket Chili, Lemons for Lulu Making Game Day Cleanup a Breeze with Glad, Lily the Wandering Gypsy Cookies & Cream Popcorn, Certified Pastry Aficionado Crunch Poptato Chip Sliders, Cake N Knife Rocky Road to Victory Popcorn , Strawberry Blondie Kitchen Bacon Cheese Balls, Lemons for Lulu

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