Frito-Lay North America and Ketchum Win Evening’s Top Award for Tostitos’ ‘Party Safe’ Bag
Ketchum, a global public relations firm part of Omnicom Public Relations Group, and its work on behalf of Frito-Lay North America was named overall Campaign of the Year at the PRWeek Awards, held recently in New York City. It is the only agency to receive this top honour six times in the award programme’s 19-year history.
“This campaign has it all. A serious and important message, delivered at the right time through the right channels, with an ingenious and useful innovation, an authentic spokesperson, and an activation that makes a difference. Tostitos’ ‘Party Safe’ Bag gave consumers a reason to prefer Tostitos and an offer you cannot refuse: call an Uber instead of driving drunk,” said Colin McConnell, PRWeek Awards jury chair, speaking of Frito-Lay and the agency’s Campaign of the Year win.
“This Campaign of the Year award is the product of incredible client partnerships, the collaborative spirit of our team, and our commitment to break through. I am tremendously proud of the innovative and meaningful programmes that help our clients achieve their business goals,” said Barri Raggerty, Partner, President, and CEO of Ketchum, of the award.
The campaign also received an award for Best in Integration. The agency’s campaigns received six honourable mentions for clients including Frito-Lay and Wendy’s, and the agency’s Jacquie McMahon, Senior Account Executive, received the honourable mention for Young Professional of the Year.
The PRWeek Awards recognise creative excellence in public relations programming. They are viewed as one of the industry’s highest honours given annually to the best corporate, nonprofit and agency teams, as well as the campaigns they produce.
The PRWeek Awards are the latest in a series of wins recognising the firm’s creative excellence. Earlier this year, the agency was named WARC’s No. 2 digital agency in the world. In 2017, the firm won 26 Cannes Lions, making it the 2017 Cannes Lions Festival’s most-awarded PR firm.