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Frito Lay Canada conducts Start a Wave campaign

Frito Lay Canada is conducting a national promotion for its SunChips brand called "Start a Wave." The initiative began earlier this summer with a tour of Halifax, Montreal, Toronto, Calgary and Vancouver by musician Hayley Sales. During the trip, she met a number of people who, according to the company, have created "positive waves" through their individual actions. The video coverage of the tour is now being made into a television program called "Making Waves" that will air on specialty channel W Network on Oct. 6. Sales will also release a new single based on the trip which will be sold online. The proceeds will be donated to The Weekend To End Breast Cancer and Child Haven. The program and song are being promoted with a marketing campaign involving Corus Entertainment, Rogers and CanWest. The campaign includes television, magazine, newspaper, radio and online advertising. The creative was developed by BBDO Toronto. Media planning was handled by OMD Canada. Proximity built the website, while Fleishman-Hillard Canada is handling public relations.

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