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.