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PLANO, Texas -- Frito-Lay's TrueNorth brand is partnering with Oscar-winning actress Helen Hunt to find the most compelling "True North" story. The consumer promotion was born out of the desire to celebrate and share the stories of people who are pursuing their dreams.
TrueNorth is inviting consumers to submit a written essay that describes how they (or someone they know) are pursuing their life's passion. The winner, selected in early January, will have their story told in the form of a 60-second commercial aired during the 81st Annual Academy Awards broadcast on Feb. 22, 2009. The advertisement will be directed by Hunt.
"The TrueNorth team found its passion in the process of making ordinary nuts into a new and extraordinary snacking experience," explained Regan Ebert, vice president and general manager, warehouse direct business, Frito-Lay North America. "As we've shared our brand and our story, we found people with passions that are almost cinematic. We want to find people who have found their 'True North' and put a spotlight on their powerful stories."
Hunt said her my passion project and 'True North' came to fruition last year with the release of "Then She Found Me," which she directed. "When TrueNorth approached me, I was drawn to this project because it would allow me to play a part in sharing someone's extraordinary story."
"True North" stories submitted now until Dec. 31, 2008 will be judged for the commercial.
TrueNorth is the snack category-exclusive advertiser on this year's Academy Awards broadcast, which entitles the brand to air commercials during the pre-show and awards show, as well as sponsorship acknowledgments during broadcast. One of the 60-second commercials that will air during the show will feature the extraordinary story of the TrueNorth contest winner.
This commercial will kick off the brand's 2009 advertising campaign, which will highlight real people who have pursued their life's passions. The campaign includes national television, print and online advertising that feature three inspiring stories discovered during the brand's inaugural year. They include Teddy Gross, who is empowering children with the power of a penny; Gary Greff, who is using the art of sculpture to revive his hometown of Regent, North Dakota; and Majora Carter, who is bringing nature and a green-mindset to the South Bronx.
Frito-Lay North America is the $11 billion convenient foods business unit of PepsiCo, which is headquartered in Purchase, N.Y. In addition to Frito-Lay, PepsiCo business units include Pepsi-Cola, Quaker Foods, Gatorade and Tropicana.