Frito-Lay Australia stuffs cash into snack's packs

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SYDNEY -- International chip maker Frito-Lay Australia is putting $250,000 in cash into packs of Lay's Thins as part of a $2m summer promotion, the first of its kind in Australia.

Armaguard Security personnel will insert the cash randomly into packs after they leave the factory.

The "Get cashed up by the sun" promotion will be supported by a television campaign through Young & Rubicam Sydney which starts November 1, with a branding campaign expected to follow early next year consolidating the use of the international Lay name here as well as a new Thins cheese and onion flavor.

Frito-Lay Australia Marketing Manager Jenni Dill said $5, $10 and $20 notes will be inserted, along with a number of $1000 checks. There is also a second chance draw to win $20,000.

Australia's snack food market is worth about $530m. The potato category amounts to 53.5%. Thins is the market leader on 21% but a recent AC Nielsen survey said the snack food market has grown 8.2% this year, with the potato segment lagging on 4.5%.

Copyright October 1997, Crain Communications Inc.

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