Carry The Load

Agency Network: 
May 2019


Fritos, the flagship brand of PepsiCo’s Frito-Lay division, is teaming up with Carry The Load, a non-profit dedicated to providing active, meaningful ways to honor and celebrate the sacrifices made by our nation’s heroes, to produce nearly 22 million specially marked bags to honor past and present heroes. The number of bags is symbolic in that it represents the total members who have served in the American military throughout history (including active-duty). To further its commitment, the brand will also donate $100,000 to Carry The Load to support its ongoing efforts to provide healing services via non-profit partners for the mind, body and soul of our warriors.

Film advertisement created by R/GA, United States for Fritos, within the category: Confectionery, Snacks.

Advertising Agency: R/GA Austin, USA
Group Creative Director: Murray Wyse
Copywriter: Eli Perez
Executive Creative Director: Jason Ambrose
Account Director: Erica Wilson
Account Supervisor: Marie Graw
Content Producer: Michelle Smolik
Producer: Ameet Jani
Design Director: J.P. Gonzalez
Associate Strategy Director: Kate Gunning
Strategist: Sarah Yellen
Manager, Business Affairs: Joseph Delerme
Associate, Business Affairs: Danielle Small
Production Company: UNHEARD/OF
Executive Producer: Jason Botkin
Director/DP: J. Austin Wilson
Line Producer: Mark Campbell
Director of Photography: Joel Voelker
Editor: Jason Blair
Colorist/Flame: Nick Smith
Sound Mixer: Chris Erlon
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